Building identity and design systems for a benefits technology platform
Engagement
WriteWise partnered with Buildcraft to create a cohesive brand identity and design system as they scaled their benefits platform. As principal and design lead, I owned the client relationship end-to-end—from initial conversations and proposal through creative direction and final delivery—while running the business operations alongside the design work.
Approach
Led brand strategy sessions to define WriteWise's positioning in the competitive benefits space. Designed a mark and visual language that communicates data sophistication while remaining approachable, then built this into a comprehensive system with components and templates for both marketing collateral and product surfaces. Managed project timelines, stakeholder feedback loops, and team coordination throughout.
Outcome
Delivered a complete brand identity and design system that unified WriteWise's presence across all touchpoints. The systematic approach enabled their growing team to produce consistent materials independently, reducing their reliance on external design support while maintaining quality. The engagement exemplified Buildcraft's value: strategic design leadership paired with execution excellence.
Buildcraft
Identity
Design System
Collateral
