Repositioning through design
Translating a new marketing brand into a fully redesigned product experience across web, iOS and Android — while building the design system that made it possible and scalable.
Defined, led, shipped
A brand out of sync with its ambition
Circula was shifting its focus from startups and small companies to mid-market — but the product didn't reflect that shift. The visual language felt too informal for the buyers we were trying to win, creating a disconnect between where the company was heading and what customers experienced in the product every day.
From chaos to clarity
Before touching a single screen, I defined a product direction — translating the marketing brand into three design pillars that would guide every decision. I aligned this with leadership and the design team, turning an ambiguous brief into a clear foundation. From there, I led the rebuild of the design system and foundations, so the rebrand could scale consistently across all platforms.
Modern, confident and professional brand, while always being simple and approachable.
