Case Study 02 · UX/UI · Brand Identity · Client Work

Elizabeth Jung Brand & Website

A political consulting professional needed a website that clearly communicated her brand and services. I partnered directly with Elizabeth through an iterative, collaborative process — translating her goals into a structured, intuitive digital experience with a cohesive visual identity.

The Challenge

Translate abstract professional identity into a clear digital experience.

Elizabeth's existing web presence lacked clear structure, a strong content hierarchy, and a cohesive visual identity. Users couldn't quickly understand who she was, what she did, or how to engage with her services.

The additional challenge was working directly with a client who had strong instincts but needed help translating those instincts into design decisions. The process had to be genuinely collaborative — not just presenting solutions, but building them together.

Brand Decision

Monochromatic navy palette

Blue tones to create calm and trust — client's specific direction — executed as a full monochromatic system from dark navy to dusty blue.

Typography

Serif + script pairing

Strong serif for authority paired with feminine script — capturing her 'touch of shine' brief through typographic contrast.

UX Decision

Clarity over complexity

Simplified navigation, clear content hierarchy, modular layouts designed for future scalability without requiring a redesign.

Process

Regular check-ins as design tool

Structured feedback sessions at each stage accelerated decision-making and kept both parties aligned throughout.

My Process

Collaborative, iterative, goal-driven.

This project followed a structured collaborative process — starting with goals research to align on priorities, then working through UX structure, brand system, and visual design with regular client check-ins at every stage.

Goals Research

Ran structured client sessions to identify must-haves, nice-to-haves, and the key emotional qualities she wanted the site to convey.

IA & UX Structure

Simplified the navigation and content hierarchy — reducing friction and creating clear paths to engagement and contact.

Brand System Design

Developed the full brand style guide: monochromatic navy palette, typography pairing, icon style, and visual language rules.

Visual Design + Prototype

Built high-fidelity designs in Figma with an interactive desktop prototype for client review and final sign-off.

View the Prototype →

Outcome

A clear, cohesive digital presence built for growth.

The final design gives Elizabeth a structured, professional web presence that clearly communicates her brand and supports user engagement — with a modular layout that can grow as her practice does. The collaborative process produced better design decisions faster than a traditional handoff model.

Cohesive brand system

palette, type, icons — built from scratch

100%

Client-aligned decisions at every stage

through structured check-ins

∞

Scalable modular layout

no redesign needed as content grows

Reflection

💡

Structured collaboration is a design tool. Regular check-ins didn't slow the project — they accelerated it by eliminating surprises at final review.

💡

Constraints from clients are data. "I want it to feel calm" is a design brief. Learning to translate emotional language into visual decisions is a core UX skill.