A brand and website redesign to win partners and customers online.

I was the main design owner on an agile, fully remote, international cross-functional team. Changes ranged from button styles to forms, navigation structure and pop-up settings. Most followed the same path:

• Ideation, open to anyone on the team
• Discussion and roadmap prioritisation
• Research, using competitor reviews, heatmaps or analytics
• First design on the canvas
• Presenting the draft with a video walkthrough
• Approval or iteration
• Development
• Testing and further iteration

The original site was clean and minimal, with generous white space and a clear grid. But it had problems:

• Too much empty space and flat backgrounds made it feel sparse
• Few product visuals, mostly sketched illustrations, even though an easy-to-use interface was a key selling point
• Inconsistent elements, such as mixed corner radii and different colours for the same call to action
• Some lines of text too long to read comfortably
• Little human or emotional presence
• Red accents that felt like error warnings
• A blog that looked disconnected from the rest of the site
• Some colour combinations that failed accessibility standards

Each could be fixed on its own, but the goal was a complete new brand look.

The visual direction moved back and forth between minimal and playful. I also pushed for better UX, for accessibility (palette changes, alt text, tag checks) and for a design system to keep everything consistent. Three principles guided the redesign:

• Audience: mostly C-level executives who visit the site as an information step before buying, so the design had to be concise, minimal, professional and trustworthy
• Softness: rounded elements echo the circular logo and support the idea that soft shapes build trust
• Accent colours: bright accents express the brand values of being easy and fun to use

Alongside the visuals, the UX work covered:

• Clearer, more concise navigation
• Pricing and key details, such as trial length, that are easier to find
• Case studies that show how the company helps its clients
• Internal materials to help the team and stakeholders present the company
• Removing an intrusive lead-generation pop-up
• Explaining what to expect during onboarding
• Showing the product UI early
• Clarifying how each Amber Engine product differs
• Better site search

I also made a design system, a case study presentation, social media graphics, a WCAG colour contrast compliance guide and a brochure. I was creative director on the launch campaign, a purple-led mix of a magazine ad, social graphics and a launch countdown.

The more professional look helped Amber Engine land more corporate partnerships, and the first customers came from its online presence and marketing. The company was acquired by Material Bank in March 2022, alongside other product and marketing efforts.

This was one of my longest and most complex projects. I learned about teamwork and cross-functional communication, mentored junior designers for the first time, and saw how much it matters for designers and developers to work closely together. The work spanned research, branding, wireframing, mobile adjustments, user flows, prototyping and marketing campaigns.

• Alexandra Mosnitska
  Lead UX/UI designer
• Austin Szelkowski
  Director of Marketing
• Rein Bautista
  Project manager
• Maria Fernandes
  Junior designer
• Vijay Sutar
  Lead developer
• Bianca Toia
  Content manager
• Alexandra Borzo
  Lead copywriter