Aidaly
·
2023
Relaunching Aidaly around family caregivers with accessible brand guidelines and a new web experience.
Branding
Web design
The Gist
Aidaly, a platform empowering home caregivers to support their families while getting paid, was looking for help getting their brand and web experience updated to reflect the impact and sentiment they want to have in the healthcare space. After a few misaligned freelancer experiences, they reached out to me to take a look at their overall branding and web experience, and reintroduce it to the world.
The Impact
Over the course of five months, we launched a fresh set of brand guidelines, focused on the warm and empowering mission of Aidaly, along with a new web experience that is fully WCAG compliant. This new brand reasserted their difference among competitors, and finally reflected the energy Aidaly wanted their brand to represent.
Client
Aidaly
Role
Lead Designer
Freelance
Year
2023
Tools
Figma, Webflow, Adobe CC, Google Analytics, WCAG
5
months from audit to launch
WCAG
compliant brand + web experience
(01)
The Research
Tested previous brand guidelines for accessibility and identified areas for improvement.
Explored new color schemes and tested their impact on overall brand feel.
Iterated on mockups with new branding to showcase what can be achieved while staying accessible.
Accessibility testing of the previous brand
(02)
Web Design System & Brand Guidelines
Developed clear guidelines for typography, logo, button, and color usage for digital mediums.
Built web design system within Figma & Webflow to prep for website development phase.
Created new brand guidelines that reflect the company’s warm and empowering mission.
The new brand guidelines
Homepage hero iterations, lo-fi to hi-fi
(03)
The Build
From lofi to hifi mockups, developed fundamental web styles utilizing the new brand guidelines and design system.
Reviewed iterations with client stakeholders and dialed in on a singular cohesive direction.
Walked through the interactions and how they would come to life on the website.
Mobile templates
The new Aidaly homepage
(04)
Before & After
Homepage, before and after
State-by-state guides, before and after
Resources, before and after
Mobile pages across the new site
More work
Truepic
·
2024
Truepic Website Redesign
Positioning a media-authenticity leader alongside Adobe and Microsoft with a new design system and site.
Design system
Web design
Webflow build
Blueboard
·
2022–2023
Blueboard Accessibility Rebrand + Web Redesign
An accessibility-first rebrand and an immersive Webflow site that made Blueboard fully WCAG compliant.
Branding
Web design
Paid media
Videography
Blueboard
·
2023
Employee Appreciation Hub
An eCard engine that grew Employee Appreciation Day submissions 138% year over year.
Product design
Web design
Campaign