Design at PhrasIQ

From brand to product, systems to marketing, this is a glimpse into the work I’ve shaped and led across every touchpoint.

Project Details

0 → 1

Project Type

Founding Product Designer

Role

Fintech

Industry

My role

I joined PhrasIQ as the Founding Product Designer when there was no design function in place. I shaped the product from the ground up and established its visual, interaction, and system foundations.
As the company grew, I built and now lead a team of three, working with two product designers and a front end developer. This project reflects everything I do at PhrasIQ, what I like to call all things design.

Overview

Brand Foundation - Rebranding

Logo, colors, fonts, and overall visual direction. "end to end design"

Website Design to Launch

From initial concepts to AI Studio iterations and Webflow hosting

Building Design System

Figma library, reusable patterns, and product-wide consistency

Marketing & Sales Assets

LinkedIn content, pitch decks, and external brand communication

Spark

Brand Foundation

I began by defining the brand from the ground up. This included building the brand kit and designing the company logo, setting the visual direction and tone for everything that followed. This foundation guided the choice of fonts, colors, and overall visual language across company documents, social media, and all brand touchpoints.

Before

After

Frame

Website Design to Launch

I designed and built the website from scratch, starting with early concepts and layouts. As we evolved, we moved to Google AI Studio, where I structured and loaded the data and iterated on the design to reach the current version of the website. We were later sponsored by Webflow with a free subscription, and the final design was implemented on Webflow by our front end developer, following the design direction closely.

Build

Building Design System

Before building a design system, the team relied heavily on AI-generated UI with no shared design direction, leading to inconsistencies and rework. The system introduced structure, consistency, and reusable components, enabling faster iteration and cleaner handoff between design and engineering.

Before

Before the design system, the team relied heavily on AI-generated UI created through Google AI Studio. While this helped move fast, there was no shared design direction. Components were inconsistent, spacing and typography varied, and pixel-level details were often missed, leading to repeated rework between design and engineering.

After

With the introduction of a structured design system, the product moved to a system-driven approach. Reusable components, consistent spacing, typography, and clearly defined patterns brought alignment across the product. Engineers began building directly from the system, reducing ambiguity and ensuring visual consistency across screens.

Impact

The design system reduced rework, improved design and development efficiency, and established a clear source of truth for the product. It enabled faster iteration, cleaner handoffs, and a more cohesive user experience while allowing the team to scale the product with confidence.

Voice

Marketing and Sales Enablement

Beyond product and systems, I also design marketing assets that support growth and sales. This includes LinkedIn content and sales pitch decks, ensuring consistency with the brand and clarity in messaging. These designs help communicate the product’s value clearly while maintaining a strong and cohesive visual identity across external touchpoints.

Conclusion

Note on Confidentiality

This project highlights the design work I’ve done at PhrasIQ, covering brand, product, systems, and marketing. Due to NDA restrictions, many details and proprietary screens cannot be shared, but this overview reflects the scope, impact, and approach I bring to all things design.