I led the visual design and development of Earnest’s refreshed brand system, translating market and user insights into a scalable identity applied across web, product, and marketing touchpoints. Acting as both designer and creative lead, I guided implementation to ensure a cohesive brand expression across every channel.

To support scalability, I built a centralized web-based style guide defining brand pillars, visual styles, and usage guidelines, along with an organized asset library for easy access by internal teams and partners.

In collaboration with developers, I created a code-based design system and documentation to align design and engineering workflows. Post-launch, I led ongoing optimization and experimentation to maintain brand integrity and lift conversion performance.