- Role
- Freelance Senior Designer
- Scope
- Web redesign Design system Presentations Online & print production
- Tools
- Figma Webflow
- Platform
- Website, built in Webflow
Case study · Website redesign
Criterion
I helped Criterion HCM with a web redesign around a new brand identity, setting up a design system in Figma that had to be ported to their existing Webflow build, plus the visuals, decks and production around it.
Problem
Criterion had a new brand identity and a dated Webflow site that needed a fresh look, while everything else (decks, social, print) needed to catch up with it too.
What I did
I set up a design system in Figma for the redesign of their site, made to be ported to their current Webflow build, and produced the visuals, decks and other materials around the new brand.
Context
Criterion HCM is a human capital management platform that brings HR, payroll and talent engagement together. They had a new brand identity and a dated site, built in Webflow, that needed a fresh look to match it, and they wanted to stick with Webflow, so the redesign had to work within that.
As a freelance senior designer, my role ranged well beyond the site: web design and some development, UI production, the design system in Figma (set up to port cleanly to Webflow), styleguides for web, decks and presentations, visuals and content for online communication (LinkedIn, other social channels, newsletters, mailing lists), and production for real-life stands and expos. Largely, anything the new brand touched.