Rebrand: Capturing the High-Value Market

ProWritingAid is an online editing tool. The business imperative was clear: Capture the high-LTV creative fiction creative writers market. As a Product Designer on the Growth team, my mandate was to transform ProWritingAid's visual identity with collaboration with Brand Agency to make our value proposition instantly credible. This required more than a visual refresh—it demanded a systemic intervention to fix a critical accessibility flaw and establish a scalable Design Token Architecture, directly translating brand vision into measurable subscription growth.

Branding

Product Design

2025

B2C

Design System

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Design evolution

1 Old marketing website wasn't targeting any specific audience

2 New Identity Tailored High-LTV Creative Writers

The previous brand, established a decade ago, attempted to appeal to a wide, undifferentiated audience (academic, creative, and business writers).

Translated agency guidelines into a scalable product reality, unifying the marketing site, interface, and extensions under one cohesive identity.

Summary

Problem

Inconsistent branding and critical accessibility flaws were causing friction, failing to communicate the product's premium value to new target audience: creative fiction writers. I've worked closely with Brand Agency that provided Visual Style Guide.

Solution

I transformed a disjointed visual identity into a scalable, accessible design system. By resolving critical contrast failures and deploying a new token architecture, I turned a visual exercise into a fundamental UX improvement.

Impact

The new identity immediately resonated, driving a 10% revenue increase and a 14% jump in target-segment sign-ups in the first week.

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Before

After

Process

Business Challenge

The new brand identity was a large-scale project intended to professionalize the image and attract a higher volume of creative writers, who represent a high-conversion segment.

My mandate was to ensure the new brand was implemented flawlessly across the entire product ecosystem, turning a new logo and color into a scalable Design System foundation.