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Developing a brand that navigates cultural differences and regional norms while creating a universal connection
Art Direction
Brand Development & Experience Design
Branding, Website & Web Application
Building a global brand starts with a solid strategy. For me, that means creating flow diagrams to map out the approach before diving into design. This process ensures transparency, solves foundational challenges early, and sets the stage for a smooth, impactful journey from concept to execution.
Leading a global design team, I guided a full brand redesign, from color palettes to tone of voice, all aligned with the mission of connecting brilliance to opportunity. Whenever possible, I give branded colors personality to reflect the brand's essence, as I did for Andela by updating their existing EPIC Blue and Gold with Talented Teal, Mighty Magenta, and Luminous Lime to infuse the design with energy and innovation. After a couple of comps, I landed on a flat illustration style but introduced depth through subtle hue variations. Photography-wise, I led on-site shoots with skilled photographers in Nigeria and Kenya, capturing real people in their natural environments. When these elements come together with a clear vision and focus on universal connection, the result is a website that not only showcases your brand but also tells a compelling story that resonates with talent. It creates an engaging, wordless experience that reflects your company’s essence and serves as an ideal platform for sourcing top talent.
Transitioning from branding to a deep focus on UX design, the client-facing web application provides real-time insights into engineering performance—covering everything from cycle time and code quality to onboarding metrics. By consolidating critical data, it uncovers hidden workloads, streamlines sprint planning, and creates a transparent delivery pipeline, empowering clients to make informed, efficient decisions. However, three key challenges needed to be addressed: Data overload was minimized by emphasizing the most relevant metrics through a streamlined UI, integration complexity was tackled with a robust architecture and well-documented APIs, and security & privacy were ensured with role-based access and encryption, all while maintaining the transparency clients require.
