At Lifted Logic, each web project started with strategy, a sitemap, and copy relatively in place. From there, I would develop two homepage directions to explore how the brand could come to life online.

A lot of the work was figuring out what made each brand feel distinct, then building from there. When a strong visual identity already existed, I looked for ways to extend it through layout, typography, imagery, and digital patterns. When the brand system was lighter, I helped build out the visual language with graphic elements, photo direction, icons, color, textures, and other supporting elements so the website felt cohesive and intentional.

I presented both directions directly to the client, walked through the thinking behind each, and helped guide the conversation toward the direction that felt right. Once a direction was selected, I carried the system through the rest of the site, designing page layouts, imagery, responsive considerations, and final Figma mockups before working directly with development through handoff.

The process stayed fairly consistent, but the visual answer changed with every client. A healthcare practice might need to feel calm and trustworthy, while a construction company needed something bolder and more direct. The goal was to find the right expression for each brand without falling back on the same visual solution.

Work completed during my time at Lifted Logic. Design and execution were my own, with feedback from the team throughout the process.