Brand & UI Design
+
Kitman Labs sits at the intersection of sports science and advanced analytics, giving elite teams and defense organizations a unified way to view and act on their performance data. Instead of scattered EMRs or isolated tracking tools, their platform pulls thousands of data points into one clear, interactive system that actually helps teams move faster.
My role: Visual Design, UI
• Visual and Verbal identity
• Information Architecture
• Site Mapping, UI:UX design
• Brand Identity Refresh
• Anthem Film
The Challenge
Kitman Labs needed a brand and digital presence that matched the scale and complexity of what they actually deliver, unifying massive data ecosystems to inform decisions for elite sports and defense organizations.
Their existing identity didn’t fully reflect the depth of the platform or the human insight behind it. The challenge was to translate a highly technical, data-driven product into a brand and experience that felt clear, credible, and grounded in real-world impact—while still standing apart in a crowded SaaS landscape.
The Solution
I led the redesign of Kitman Labs’ digital experience, building a UI/UX system that could support a complex, multi-layered platform while making it feel approachable and intuitive.
From a structural standpoint, I simplified the information architecture and created a clear hierarchy that helped users understand the platform’s capabilities without being overwhelmed by its depth. The goal was to make complex systems feel navigable, not abstract.
Visually, I developed a bold, grounded design language that pulled from the brand’s origin in real-world sports performance. Shifting away from generic SaaS patterns and toward something more human. This included strong typography, purposeful motion, and a layout system designed to guide users through dense information with clarity and confidence.
+
+
+
GroweLab is an instructional coaching platform built to make professional learning more intuitive and impactful. Their software helps centralize professional learning, support, and tracking into one integrated, data-driven platform. Purposefully designed for public schools to help grow their students education and help districts receive data to improve systems.
My Role: Brand/ UI Designer
• Conceptual Development
• Information Architecture
• UI:UX Design
• Brand Identity
The Challenge
GroweLab had outgrown its original design. The platform no longer reflected how educators were actually using it, creating friction in both the user experience and the overall product clarity.
What started as a brand refresh quickly became something deeper, we found a need to rethink both the identity and the platform itself. The challenge was to create a system that could support a complex educational program while still feeling intuitive, flexible, and easy to navigate for real users.
The Solution
I led the rebrand and redesigned the platform from the ground up in Figma, building a cohesive system that connected brand and product into one unified experience.
Working closely with the engage2learn team, I used workshops, interviews, and hands-on sessions to uncover where the experience was breaking down and how educators were actually interacting with the platform.
From there, I restructured user flows, simplified the architecture, and developed a flexible visual system that could scale with the program while staying clear and approachable. Every decision was grounded in making the experience feel more intuitive, supportive, and aligned with how educators teach and learn.
+
+
+
FYTA, an elite plant-based protein backed by the creators of the viral documentary “The Game Changers,” sought a cutting-edge UI:UX design to distinguish itself in the competitive protein powder market. The revamped design effectively elevated FYTA's brand, propelling it to a prominent position amidst a sea of competitors, and demonstrating the power of strategic digital branding in boosting product visibility.
My Role: UI Designer
• Information Architecture, Site Mapping, Web Design
• Asset Creation
• Design Direction
• Photography Direction
The Challenge
Fyta was entering a highly competitive plant-based protein market, where most brands were already competing on similar claims and visual language. The challenge was to build trust first, positioning Fyta as a science-backed, athlete-supported product, and create an experience that could convert without feeling overly sales-driven.
Working closely with James Wilks and his team, I led the design of a website experience that aligned with their level of quality and ambition. The goal was to create something that didn’t just look elevated, but clearly positioned Fyta as a leader in a crowded space.
The Solution
I designed a digital experience that centered Fyta’s core differentiators bringing them forward immediately within the user journey. I sharpened the brand’s positioning through the hero and key landing moments, using product-forward visuals and clear messaging to highlight what made Fyta different. The design direction leaned into simplicity and precision, reflecting the purity of the product itself.
From a system perspective, I refined the color palette by prioritizing stronger primary colors and reducing reliance on secondary tones, giving the brand a more premium and focused visual presence.
I also restructured the user experience across the landing and product pages—simplifying the flow, introducing more natural points of sale, and organizing content to both inspire and educate. This included showcasing the product in use while clearly breaking down the integrity of its ingredients.
+
+
+
No Hands: The Schwinn Documentary explores the legacy of an iconic American brand, tracing its cultural impact and decades of innovation. My role was to design a digital home that felt just as immersive as the story itself. The website invites viewers into the world of Schwinn through teasers, an interactive timeline, festival updates, and behind-the-scenes moments.
My Role: UI designer
• Visual Design
• Web Design
• Social Media
• Asset Creation
• Interactive Prototyping
The Challenge
The No Hands documentary needed a digital home that could do more than house information, it had to capture the full spirit of Schwinn’s legacy while supporting a film still in production. The website needed to balance multiple storytelling layers at once: an early teaser, a detailed historical timeline, festival announcements, brand heritage, and insight into the creators behind the project.
With so many pieces in motion, the challenge was to design a system of assets that felt emotionally connected. My task was to create visuals that blended nostalgia with a fresh, contemporary aesthetic, giving the project a visual identity before the final documentary existed.
The Solution
At the heart of the solution was engagement. The site needed to resonate with longtime Schwinn fans and new audiences — inviting them not just to browse, but to participate. By building space for users to share their own Schwinn stories, the platform became more than a preview; it became a living archive where brand legacy and documentary anticipation could grow together.
+
+