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Brand Platform

Turned a static corporate site into a content-led experience designed to attract and retain returning visitors.

Problem

Men’s Health wanted to turn its trusted training expertise into a digital experience. The challenge was to guide users through structured programs that adapted to their fitness level, while staying true to the brand’s confident, motivating tone.

Solution

Partnered with Men’s Health editors and trainers to bring expert fitness content to life in a motivating digital experience. Simplified discovery and program flow to help users stay consistent, and delivered a bold, structured app that launched as a 20-day guided plan.

Problem

The site offered static content that gave users no real reason to return. They also needed to attract new audiences like policy wonks and government aides, yet had no editorial space or searchable content that demonstrated their mission or helped users quickly understand and verify their positions.

Solution

I led the team in building a flexible design system, a searchable editorial hub, and AI powered discovery that highlighted mission driven content. The updated structure supported ongoing publishing, clarified complex topics, and gave policy focused users fresh, credible material that encouraged return visits and strengthened the brand’s voice.

Process & Approach

Discovery

Met with content stakeholders to pinpoint gaps in usability and storytelling

Audited competitors, content structure, and search limitations that blocked relevance

Rebuilt the navigation paths into newsroom and policy content

Discovery

Met with content stakeholders to pinpoint gaps in usability and storytelling

Audited competitors, content structure, and search limitations that blocked relevance

Rebuilt the navigation paths into newsroom and policy content

Discovery

Met with content stakeholders to pinpoint gaps in usability and storytelling

Audited competitors, content structure, and search limitations that blocked relevance

Rebuilt the navigation paths into newsroom and policy content

Discovery

Met with content stakeholders to pinpoint gaps in usability and storytelling

Audited competitors, content structure, and search limitations that blocked relevance

Rebuilt the navigation paths into newsroom and policy content

Content and CMS

Partnered with client's internal dev to restructure the CMS

Audited competitors, content structure, and search limitations that blocked relevance

Improved article hierarchy and metadata to strengthen cross linking and clarity

Content and CMS

Partnered with client's internal dev to restructure the CMS

Audited competitors, content structure, and search limitations that blocked relevance

Improved article hierarchy and metadata to strengthen cross linking and clarity

Content and CMS

Partnered with client's internal dev to restructure the CMS

Audited competitors, content structure, and search limitations that blocked relevance

Improved article hierarchy and metadata to strengthen cross linking and clarity

Content and CMS

Partnered with client's internal dev to restructure the CMS

Audited competitors, content structure, and search limitations that blocked relevance

Improved article hierarchy and metadata to strengthen cross linking and clarity

UI & AI Integration

Designed the AI powered search flow to surface the most relevant stories

Prepared content for AI indexing to improve search accuracy

Built motion and interaction cues into the system to support richer media content

UI & AI Integration

Designed the AI powered search flow to surface the most relevant stories

Prepared content for AI indexing to improve search accuracy

Built motion and interaction cues into the system to support richer media content

UI & AI Integration

Designed the AI powered search flow to surface the most relevant stories

Prepared content for AI indexing to improve search accuracy

Built motion and interaction cues into the system to support richer media content

UI & AI Integration

Designed the AI powered search flow to surface the most relevant stories

Prepared content for AI indexing to improve search accuracy

Built motion and interaction cues into the system to support richer media content

This branded design system visual shows how all parts of the identity work together. It brings in layout structure, grid logic, branded shapes, color language, and editorial modules, with expressive photography supporting the tone. It also reflects core system needs like motion cues and accessibility. The goal was to show a unified visual language that can scale across formats while still carrying a clear sense of brand personality.

One thing I took from this project is that branded assets and design systems can’t be treated as two separate tracks. If assets are created without thinking about the system, the system bends until it breaks. If the system ignores how assets tell an emotional story, the brand ends up flat. Both sides need to be deliberate and built with each other in mind. That balance is what creates a system that feels consistent and expressive rather than constrained or chaotic.

industry

Corporate Branding

industry

Corporate Branding

industry

Corporate Branding

industry

Corporate Branding

timeframe

6 months

timeframe

6 months

timeframe

6 months

timeframe

6 months

skills

Brand expression, Content architecture, editorial UX, information hierarchy, semantic search design, AI assisted discovery, CMS structuring, component systems, interaction design, motion direction, cross functional collaboration, accessibility, rapid prototyping

skills

Brand expression, Content architecture, editorial UX, information hierarchy, semantic search design, AI assisted discovery, CMS structuring, component systems, interaction design, motion direction, cross functional collaboration, accessibility, rapid prototyping

skills

Brand expression, Content architecture, editorial UX, information hierarchy, semantic search design, AI assisted discovery, CMS structuring, component systems, interaction design, motion direction, cross functional collaboration, accessibility, rapid prototyping

skills

Brand expression, Content architecture, editorial UX, information hierarchy, semantic search design, AI assisted discovery, CMS structuring, component systems, interaction design, motion direction, cross functional collaboration, accessibility, rapid prototyping

tools

Figma, Photoshop, Illustrator, After Effects, ChatGPT (OpenAI API), OpenAI Embeddings, Pinecone (vector database), Notion AI

tools

Figma, Photoshop, Illustrator, After Effects, ChatGPT (OpenAI API), OpenAI Embeddings, Pinecone (vector database), Notion AI

tools

Figma, Photoshop, Illustrator, After Effects, ChatGPT (OpenAI API), OpenAI Embeddings, Pinecone (vector database), Notion AI

tools

Figma, Photoshop, Illustrator, After Effects, ChatGPT (OpenAI API), OpenAI Embeddings, Pinecone (vector database), Notion AI

AI-powered search helps users quickly find relevant health topics, support tools, and news—improving access, clarity, and engagement.

A clean editorial layout delivers clear stories, expert insight, and useful tools that help Viatris show its mission with credibility and purpose.

AI doesn’t need to be flashy, just smarter. It expands as you type to surface accurate, relevant results for everyone, from casual readers to analysts and researchers.

Responsive article layout built for easy reading with integrated video and audio modules aligned with stakeholder content goals.

Results

Partnered closely with their lead editor to define what policy readers actually needed and shaped the structure around that.

Delivered a clearer homepage and article flow that helped policy readers find credible content fast.

Introduced an AI powered search layer that surfaced priority topics, data, and viewpoints.

Built modular patterns for video, audio, long form, and quick reads that kept the brand consistent.

Partnered closely with their lead editor to define what policy readers actually needed and shaped the structure around that.

Delivered a clearer homepage and article flow that helped policy readers find credible content fast.

Introduced an AI powered search layer that surfaced priority topics, data, and viewpoints.

Built modular patterns for video, audio, long form, and quick reads that kept the brand consistent.

Partnered closely with their lead editor to define what policy readers actually needed and shaped the structure around that.

Delivered a clearer homepage and article flow that helped policy readers find credible content fast.

Introduced an AI powered search layer that surfaced priority topics, data, and viewpoints.

Built modular patterns for video, audio, long form, and quick reads that kept the brand consistent.

Partnered closely with their lead editor to define what policy readers actually needed and shaped the structure around that.

Delivered a clearer homepage and article flow that helped policy readers find credible content fast.

Introduced an AI powered search layer that surfaced priority topics, data, and viewpoints.

Built modular patterns for video, audio, long form, and quick reads that kept the brand consistent.

Learnings

Working with the internal dev team required extra clarity, so clear documentation and regular calls kept us aligned.

The merger brought different viewpoints together, so steady communication helped build trust across teams.

Explaining the AI powered search layer took time, but breaking it down into simple steps made it understandable.

Modular patterns for video, audio, long form, and quick reads helped keep the system consistent as it grew.

Working with the internal dev team required extra clarity, so clear documentation and regular calls kept us aligned.

The merger brought different viewpoints together, so steady communication helped build trust across teams.

Explaining the AI powered search layer took time, but breaking it down into simple steps made it understandable.

Modular patterns for video, audio, long form, and quick reads helped keep the system consistent as it grew.

Working with the internal dev team required extra clarity, so clear documentation and regular calls kept us aligned.

The merger brought different viewpoints together, so steady communication helped build trust across teams.

Explaining the AI powered search layer took time, but breaking it down into simple steps made it understandable.

Modular patterns for video, audio, long form, and quick reads helped keep the system consistent as it grew.

Working with the internal dev team required extra clarity, so clear documentation and regular calls kept us aligned.

The merger brought different viewpoints together, so steady communication helped build trust across teams.

Explaining the AI powered search layer took time, but breaking it down into simple steps made it understandable.

Modular patterns for video, audio, long form, and quick reads helped keep the system consistent as it grew.

see also

Fitness

Fitness Training Platform

Luxury Hospitality

AI for Hospitality

Enterprise

Design Systems

Luxury Hospitality

Editorialized E-Commerce

Fitness

Active Branding

i'm open for work and freelance projects, feel free to email me to see how can we collaborate

contact me

i'm open for work and freelance projects, feel free to email me to see how can we collaborate

contact me

i'm open for work and freelance projects, feel free to email me to see how can we collaborate

contact me

i'm open for work and freelance projects, feel free to email me to see how can we collaborate

contact me