A visual identity establishes the look, personality, and direction of a business.
Beautiful, intelligent, and conversion-focused.
It gives the organization a clear foundation, but it doesn't automatically become a website.
The projects below began with very different inputs: a full rebrand and page mockups, a set of brand guidelines, an existing site needing a rebuild, and simply a logo plus pitch deck.
In each case, I translated their starting point into web architecture that:
- organized information
- explained the offer
- guided different audiences
- established trust
Each launch handed the team a practical way to publish and improve over time.
Full Branding + Mockups
After completing a visual rebrand for its weight-loss clinics, JumpstartMD hired a graphic designer to create three high-fidelity page mockups in Figma: a homepage and two landing pages.
Challenge
Three static mockups needed to become a cohesive, editable, high-performing website. A platform capable of supporting a large and growing range of services, products, locations, campaigns, and editorial content. All without losing the clarity or character of the new branding.
JumpstartMD partnered with me to turn those static concepts into a scalable website architecture.
Build
I translated the mockups into precise, production-ready pages and carried the new visual system across the site:
- Color: I implemented the palette and established naming conventions so colors could be assigned by me or a future team.
- Typography: I defined font families, sizes, weights, and responsive type behavior while preserving the hierarchy established in the mockups.
- Iconography: I incorporated the original icon set and sourced supporting stock icons that matched the brand's visual language.
- Layout: I built the common page patterns as well as the bespoke sections unique to the initial concepts.
- Graphics: I optimized assets and made sure they adapted across devices.
The original three mockups served as the foundation, not the limit.
I identified repeatable patterns and developed configurable WordPress template variations for introductory headers, CTAs and forms, information cards and carousels, and FAQs and accordions. This created a structure the team could use and modify for each new page without the site feeling heavily templated.
As JumpstartMD provided content, I designed and developed more than 100 pages across direct services, medications, vitamin products, locations, publications, campaign landing pages, and membership app content.
I established responsive guidelines for desktop and mobile, implemented animations and visual transitions, and created the query rules required to display and sort the site's different content types.
Optimize
I established the site's SEO structure and title and meta-description conventions, improving how pages could be understood and presented in search results and shared links.
I compressed images, configured caching, and removed unnecessary code to reduce page-load time and improve the visitor experience.
I implemented Google and Meta tracking across the site so JumpstartMD could measure landing-page performance and improve campaigns. I also assisted with auditing and properly configuring Google Tag Manager.
Result
- A platform that enabled the marketing team to quickly publish campaign landing pages and housed an extensive knowledge library for its app.
- Measurement infrastructure for organic traffic, qualified leads, form activity, and custom conversions.
- A content-management system that supported operation of numerous content types across an evolving digital ecosystem.
- A consistent template system that sustained a large network of pages without requiring one-off visual layouts for every new addition.
Guidelines + Icons
datma needed a refresh for its federated medical data platform. The team contracted a designer to create branding guidelines for a new color palette, font hierarchy, icon library, and photographic direction.
Challenge
datma brought me on to translate those brand guidelines into an interactive digital experience. One that could explain complex technology clearly to two distinct audiences.
Build
I used the brand guidelines and available copy to define the website's page structure, messaging hierarchy, and visual rhythm.
I organized the content into distinct pages that told a cohesive story about the tech and its capabilities. Alternating light and dark sections created clear visual transitions between areas of impact, while focused content blocks distilled key features for visitors.
Result
The site gave datma's pharmaceutical and healthcare lab leaders a memorable expression of the new brand while helping each audience recognize its own priorities in the messaging.
Visitors could enter an audience-specific path, find the information most relevant to them, and reach a clear call to action.
The site also established resource libraries for articles, use cases, research publications, news, and press releases. This gave the team a structured system to build credibility and authority over time.
Infrastructure + Lift
obrARCHITECTURE liked the look of its website, but the team could not update content independently.
Challenge
obr partnered with me to build the WordPress infrastructure needed to manage copy and imagery internally, while also refining the front-end experience.
Build
The existing website served as the visual blueprint. Through focused collaborations, we defined a clear direction: full-screen media, clean grid-based portfolio layouts, and carefully placed bespoke details.
As designers themselves, the obr team drafted conceptual sketches for more tailored landing pages. I translated those concepts into production-ready layouts while preserving the character of the original work.
I implemented accessible WordPress page-building tools and structured publishing libraries that the team could inherit, manage, and expand over time.
Result
Full-screen imagery created a bold presentation across devices while preserving the studio's authentic distinction from its peers.
The internal team could publish and manage work across architecture, art, events, and member content.
The site became more than a marketing hub: it became an interactive, evolving digital portfolio.
Logo + Deck
After completing a field prototype for its waste-gas-to-critical-minerals conversion technology, UCLA- and VC-backed SolGrapH needed to launch a website ahead of its next funding round.
Challenge
With only a logo and a pitch deck, SolGrapH brought me in to create a trust-building one-pager that could generate interest from investors, government partners, academic collaborators, and commercial prospects.
All within a tight budget.
Build
I reviewed the team's detailed technical and strategic materials, then distilled them into clear marketing signals.
I established an initial web visual language around the existing logo and curated bright photography of the American Southwest as a backdrop. This connected the site to the environmental and geographic context of the work without competing with the core message.
Result
A project timeline reinforced the team's progress and process. Team profiles established relevant credentials. UCLA, sponsor, and partner logos provided recognizable institutional proof.
In fewer than 500 words, the site clearly communicated: what the technology did, the commercial challenge it addressed, and its differentiated approach.
The Thread Across Every Build
A website should not become a static checkbox after launch.
It should give the organization a durable way to communicate as its services, people, offerings, campaigns, and proof evolve. Usable by the organization's teams and adaptable to its evolving direction.
A valuable, living marketing asset.