CapSource is an educational technology startup that provides experiential learning and hiring services to close the skills gap at scale. CapSource has coordinated projects between 10,000+ students, 150+ academic partners, and 700+ industry partners.
As a Co-founder and former Director of Marketing & Design, I owned brand positioning (logo, color palette, iconography) and frontend website development, managing a 9-person team of graphic designers, researchers, content strategists, and software developers. I was responsible for prioritizing the needs of three customers while maintaining brand consistency at all customer touch points, specifically the website and software products.
Given the diversity of the three customer bases, it was a challenge to build a digital platform that uniquely serves students, educators, and industry professionals. However, defined user flows and several design iterations led to the creation of a robust, streamlined user experience that concisely and strategically presents information and leads to action.
Focus Areas
Brand Definition & Strategy, Logo Redesign, Website & Mobile Design (UI/UX), Marketing
Medium
Wordpress, Figma
Year
2018 – 2022 (Iteration and rebrands)
DBC Tax & Business Advisors
Diogo Azevedo, the founder of DBC, was looking to formalize his collection of clients into a true business with a strong brand identity and create the foundation to expand his accounting firm.
This required understanding the existing customer segments (tax preparation) as well as the desired areas of expansion (business analysis and planning). At the close of the project, we had modernized DBC’s logo, created and applied a consistent design system across digital touchpoints, honed the content and language that would successfully resonate with customers, and built a digital experience that guided potential/current customers to the required resources and support. As a result of this DBC Tax & Business Advisors has continued to experience success in demonstrating it’s expertise and unique approach to financial planning.
Focus Areas
Brand Definition & Strategy, Logo Design, Website & Mobile Design (UI/UX), Marketing
Medium
Squarespace, Figma
Year
2024-2025
Mind & Beauty Skincare
Mind & Beauty is a skincare company built by Alla Kvaterman, who is a licensed aesthetician with 50+ years of experience, that offers a personalized approach to skincare, commitment to sustainability, and ethical production practices of luxurious and effective products. At Mind & Beauty, all products are made with ingredients that you can pronounce and are intentionally combined to transform your skin.
Despite the company’s success, it lacked a cohesive brand identity and digital touchpoints for potential and existing customers to discover and purchase new products. The objective of this project was modernize company operations and bring Mind & Beauty to life through a complete rebrand.
Focus Areas
Brand Definition & Strategy, Logo Design, Website & Mobile Design (UI/UX), Marketing
Medium
Shopify, Figma
Year
2020
Carrie Morgan Yoga Brand & Website Design
After 20+ years of teaching yoga, Carrie Morgan was ready to establish her own brand that offers a modern twist on traditional yoga practices. I was tasked with building Carrie Morgan Yoga from brand development to website implementation.
This project involved building a digital platform that strategically marketed CMY to prospective clients while offering a seamless end-to-end scheduling and purchasing experience.
Focus Areas
Brand Definition & Strategy, Logo Design, Website & Mobile Design (UI/UX), Marketing
Medium
Webflow, Figma, Adobe Illustrator
Year
2022
CURO Financial Wealth Management Web Design
CURO is a wealth management firm that aims to help women curate wealthy lives while achieving the financial balance and independence for which they strive.
I worked with CURO’s Marketing Team to define the brand vision and translate this vision into the enhanced website design. Following deep user research and ideation sessions, we developed a smooth user flow that welcomes and guides current and future CURO customers with the same warmth, calmness, and hope that is experienced through CURO’s service.
Overall, the design approach is clean, simplistic, and supported with imagery that takes customers on a journey to financial prosperity.
Medium
Squarespace, HTML, CSS
Year
2018
