Evolving the brand for market expansion
Context
My role
ProWritingAid
B2C
Product Designer
2024
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Design evolution
1
The old brand lacked a target audience
2
New brand focused on creative writers
Translated agency branding into a scalable design language, aligning the web, product, and extension ecosystems 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
+10%
revenue increase
+14%
jump in target-segment sign-ups in the first week
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.
My role involved deep technical and design strategy to ensure the consistency that was previously lacking.
Visual direction
Brand palette from Agency
Design Evolution (Iteration 1)
Working from the core brand palette, I designed the entire color palette for the product.
Design explorations
Experimenting with new colors in product
Design explorations
Primary CTA's variants. I've realized the pink is not the best color for CTA's due to contrast issues.
Rebranding product
Each product component had to be transformed into new visual language
Design tokens
I researched and proposed the new naming convention for our design tokens, moving away from subjective color names toward a scalable, logical system.
Impact
