In this project, as the lead brand designer for Poetry HR, I took charge of crafting their visual identity and UX/UI experience. Working closely with the founders and CEO, I helped define the company's persona, ensuring that the brand’s identity reflected both its tech-driven nature and a welcoming, modern appeal. The geometric logo, combined with a soft pastel palette, gave the brand a distinct, organic feel in a competitive landscape.
I ensured consistency across the website and dashboard, seamlessly integrating branding with UX/UI elements. This involved designing pop-ups, structuring user journeys, and using user research to optimise the interface. Close collaboration with the Customer Success Manager and user interviews helped fine-tune the functionality.
Key challenges included managing rapid growth, constantly aligning with product updates, and translating design concepts for developers. Despite this, the brand's success is evident, as external agencies have adopted the brand guidelines, contributing to a distinct market presence. For more details, you can visit the website here.
As part of Poetry's branding, I directed, designed, and animated this promotional video to highlight the platform's marketing solutions. The most challenging aspect of this project was finding the perfect tone and rhythm to align with the brand's essence.
My goal was to create a relaxed, inviting atmosphere that mirrors the platform's intuitive and stress-free user experience—a deliberate contrast to the fast-paced world we live in. Every detail of the animation was crafted to foster a sense of ease and balance, emphasising how Poetry simplifies the complexities of modern marketing.
This project reflects my commitment to translating brand values into engaging and cohesive visual storytelling.
