Image Relay
Role: Principal Designer
Project: At Image Relay, a company specializing in DAM (Digital Asset Management) and PIM (Product Information Management) software, I was brought on to build a new design system following a brand refresh. My work focused on leveraging the system to redesign the app and modernize the user experience, helping marketing and e-commerce teams more easily organize, manage, and distribute their digital assets and product information. This included a complete overhaul of the interface to make it more intuitive, consistent, and delightful for users.
I collaborated closely with the product owner, a junior designer, and the development team over three years to bring this vision to life. Our efforts elevated both the product and the brand experience, ultimately contributing to the company’s acquisition in 2024.
Where Brand Meets
Product: The Design System
Designing a scalable design system is about creating a foundation that can grow alongside the product. I focused on building flexible, reusable components and clear guidelines that ensured consistency while leaving room for innovation.
By aligning typography, color, spacing, and interaction patterns, the new system empowered my team to design and develop efficiently without sacrificing creativity.
Simplifying Interactions, Enhancing Experience
I redesigned the web app with a focus on clarity and ease of navigation. Each page was given distinct wayfinding elements to help users immediately understand where they were and how to move between sections. The user experience was streamlined by simplifying interactions, reducing friction, and ensuring that common tasks could be completed more intuitively. These improvements not only made the app easier to use but also created a more consistent and engaging experience that supports users in achieving their goals with confidence.
Bringing the Brand to Life
I infused the web app with brand expression by thoughtfully applying iconography, color, and typography. Custom icons reinforced the brand’s personality, a cohesive color palette created visual harmony, and carefully chosen type styles enhanced readability while reflecting the brand’s tone. These elements combined to create an experience that not only feels consistent and polished but also communicates the brand’s identity at every touchpoint.
By redesigning the web app, building a scalable design system, and infusing brand expression, I helped create a more intuitive and engaging product—work that played a key role in the company’s acquisition.