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Developing a brand that navigates cultural differences and regional norms, while creating a universal connection.
Art Direction
Brand Development & Product Design
Branding, Website & Web Application
A crucial aspect of building a global brand is establishing a creative strategy with a robust foundation. To address this, I often create flow diagrams that outline the approach before any design begins. This process ensures transparency, resolves foundational challenges early and sets the stage for a seamless and impactful design journey.
Leading a global team of designers, I oversaw a comprehensive redesign—from colors and fonts to tone of voice—guided by the mission of connecting brilliance to opportunity. One of the key outcomes of this brand transformation was the website itself: an energetic, user-centric platform that truly embodies the spirit of Andela. Through a vibrant palette of EPIC Blue and Gold, supported by Talented Teal, Mighty Magenta, and Luminous Lime, we infused every element with energy and innovation. Carefully crafted graphics and flat illustrations gained depth through nuanced hue variations, while authentic photography showcased real people in genuine settings. The result is a website that radiates warmth and creativity, creating an approachable, relatable brand experience.
Transitioning from branding to a deep focus on UX design, the client-facing web application delivers real-time insights into engineering performance—from cycle time and code quality to onboarding metrics. By consolidating critical data, it uncovers hidden workloads, streamlines sprint planning, and fosters a transparent delivery pipeline—empowering clients to make informed, efficient decisions. Yet, three core challenges had to be addressed: Data Overload was minimized by highlighting only the most relevant metrics through a streamlined UI, Integration Complexity was solved via a robust architecture and well-documented APIs, and Security & Privacy were ensured with role-based access and encryption—maintaining the transparency clients need.
