PRODUCT & BRAND DESIGN  STRATEGY_____

Cardano is a groundbreaking proof-of-stake blockchain network. The Cardano ecosystem is developing out into the most complete and most useful cryptocurrency on the market. My responsibility was leading the creation of a recognizable and marketable brand for the Cardao project and its numerous subsidiary projects.

    HIGHLIGHTS____

• Introducing a dynamic and collaborative workflow for the review process between the design, the marketing and the front-end teams 
• Laying down the foundation of the public brand style guide as well as creating the pattern library in collaboration with the engineering team
• Contributing to the digital marketing efforts and building up the marketing asset library for fast commercial response
• Creating a supportive ethos within the creative team and maintaining constructive feedback loops within the design team

Cronycle is a web platform for content creation, collaboration and communication, offering personalized news feeds and the ability to generate and export reports. Planning to go from MVP to a full scale product, my responsibility was to increase user engagement, optimize conversion flows, and prepare the product for the premium market.  

    HIGHLIGHTS____

• Building a communication bridge between the front-end team and the stakeholders by introducing interactive prototyping and live review rounds
• Creating dynamic style guide to shorten the transition from design to code
• Cooperating with the marketing department during user testing, supplying questionnaires, validating feedbacks and prioritizing updates
• Organizing the design tasks between the members of the design team and overseeing the asset usage to ensure consistency

Medusa is a real-time visualization of GitHub code repository of the Cardano blockchain: a 'living artwork' where the entire project history and engineering work can be explored. In collaboration with the development team I defined the visual representation of the available data and led the creation of a UI kit for the upcoming Medusa interface. 

    HIGHLIGHTS____

• Actively contributing to the project research on the possible interactions offered by the data engineering team
• Compiling the visual theme for the project based on the industry trends and transfer the assets to the development team
• Planning GUI interactions in close collaboration with the development team
  

Investors in People offers management training and accreditation to organizations in leading and supporting their people. Started out almost three decades ago as a government project they have gained private ownership a few years ago. Communicating their values and opening towards a wider target audience was the main goal of the brand and platform refurbishment I was entrusted with.

    HIGHLIGHTS____

• Analyzing the existing platform in order to find the conversion leaks and broken user flows and compiling a more intuitive navigation system
• Updating the brand, with recognizability in mind, for a fresh and young look to hit the visual language of startups and SME businesses
• Redefining the content architecture of the existing pages, creating new ones where necessary, to increase visitor engagement and to support community building
• Supplying the marketing team with the asset library needed to take the project further

Symphony is an interactive 3D explorer that allows users to traverse the topographic history of the Bitcoin blockchain. Symphony 2.0 also has a virtual reality component developed in addition to the web experience. Coming up with the visual theme and defining the interface component were my main responsibilities in the strongly collaborative project. 

    HIGHLIGHTS____

• Crafting the space-experience inspired theme for the project and expand this visual direction to bird views and closeups  
• Distributing the design assets between the internal development team and the external agency
• Founding the UI component library for both the web and the AI interfaces
• Supporting the promotion efforts with state of the art marketing materials

Artcollex is an asset management software specifically developed for private fine art collectors. Working closely with the founder team I helped to shape the MVP, the messaging and positioning of the product. I built up the product pages from sketch to live prototype based on the specifications and feedbacks collected during the review rounds. 

    HIGHLIGHTS____

• Collaborating in the market research to map out the competition and analyze the existing products on the market to find niche-features
• Building up the visual language and brand messaging that can click with the target audience
• Transforming the development specification into low fidelity mockups for fast review then building up the interactive prototype for live user testing
• Contributing to the marketing efforts by helping with the micro-copy and delivering landing pages

Contact me via consult@juliannasudi.com

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