Verified Athletics had been building product for eight years without a design system underneath any of it: three disconnected dashboards, a stock logo, no visual language tying the product to the marketing site. As fractional creative director, I led the brand strategy, identity design, product experience, and design system work that the company needed but hadn't yet prioritized.
The brand gap was the first thing I went after. I ran an independent discovery process, identified where the identity was working against them, and secured stakeholder buy-in for a full visual rebrand: new logo, color system, and identity framework built to scale into the product as the company grew.
The sales experience was next. The homepage wasn't converting, and the reasons weren't hard to find once I looked. It was describing features when it needed to be making an argument. I diagnosed the conversion problems, wrote the strategic recommendations, and delivered the new customer-facing site myself, designed in Figma, shipped as production Next.js code through Cursor, merged directly into the engineering repo via Git branches.
Alongside the brand and site work, I built a Figma component library and used it to unify three disconnected product dashboards into a single coherent visual architecture. Part of the brief was migrating users off a recently acquired competitor's product and onto theirs, which was costing them $10,000 a month to keep running in parallel. Shipping UI code directly cut the handoff friction that normally sits between design and engineering, and let me move faster than a traditional design-to-dev process would allow.
