Leading brand and product design for an emerging insurance platform
Engagement
LEEO engaged Buildcraft to establish their visual identity and product design foundation as they entered the insurance market. As principal and design lead, I directed the engagement from pitch through delivery—scoping the work, managing client relationships, and leading creative direction while collaborating with my team on execution.
Approach
Ran discovery sessions with LEEO's leadership to understand their market positioning and user needs. Developed a brand system that conveys credibility and modernity—essential for insurance—while establishing product UI patterns that prioritize clarity and scannability. Balanced hands-on design work with client communication, timeline management, and quality oversight.
Outcome
Delivered a cohesive brand identity and product design system that gave LEEO a credible market presence from day one. The design foundation enabled their team to build consistently as they scaled, and the engagement established an ongoing partnership for continued design support.
Buildcraft
Brand
Product UI
Design System
