Project Brief: Lead branding and design for a financial planning firm's new website, developing a user-friendly identity and custom infographics built within Figma to enhance the UX/UI by making complex financial information accessible, marketable, and engaging.

Solution: Partnering closely with the CEO, I discovered the target audience’s pain points to understand their needs. I led the creation of a cohesive brand identity and UX/UI design that reflected the firm’s mission to simplify financial planning and make it seem more accessible. Through a combination of branding, technical design, and custom hand-drawn infographics, I helped make financial data more approachable. This humanized touch increased user engagement and established a sense of trust.

Key Responsibilities:

• UX/UI Branding: Developed a cohesive, trust-focused brand identity specifically tailored to an optimized digital user experience.

• Illustration & Infographic Design: Designed modular vector infographics in Figma, utilizing advanced components and Auto Layout to present complex data intuitively across viewports.

• Inbound Marketing: Optimized landing pages with long-tail and target keywords related to common client concerns, such as “user-friendly financial tools” or “retirement planning made easy.”

• Technical Design: Managed the technical aspects of design, creating organized Figma design tokens and component systems to ensure seamless integration and functionality within the website framework.

• Data Presentation & Typography: Used effective data visualization and typography hierarchies within Figma to optimize readability and improve user accessibility.

Impact: This thoughtful UX/UI branding and system-driven infographic strategy contributed to a successful website launch, securing over $3M in new contracts. The user-friendly visuals and accessible data presentation were well-received by clients, earning positive feedback for enhancing clarity, engagement, and overall user experience.