Balasys is a B2B cybersecurity company that had the foundations of a visual identity but lacked consistent UX, scalable design structures, and systematic documentation. They needed a skilled team of bringing order to their product and marketing interface, someone that could hold on to the personality of their branding while improving usability, consistency, and speed of development.

We were brought in to solve broken UX and deliver it as a modular, scalable system consumable by both product and campaigns.

- Converting an existing but loosely defined visual direction pushed me to formalize visual rules while honoring creative intent
- Balanced the tension between flexibility (marketing needs) and structure (product and dev reusability)
- Built not only UI documentation but also IA rationale, helping future contributors onboard faster and understand design decisions in context

- Restructured the information architecture of 15+ key pages to improve content hierarchy, navigation flow, and readability
- Built a scalable design system in Figma with strong foundations: tokens, typography, spacing, grids, and reusable components
- Created developer-ready prototypes with logic annotations, resulting in faster handoff and clearer dev specs
- Delivered animated marketing visuals and custom landing pages for seasonal and promotional microsites
- Aligned stakeholders through regular syncs with both the in-house designer and development team to ensure feasibility and clarity

✨ +20% user engagement after UX and IA refinement
⚡ 30–40% faster implementation for developers thanks to reusable components and handoff-ready files
🔄 First cross-functional design system adopted across product and marketing
📈 +18% click-through rate on campaign landing pages, demonstrating visual and structural improvements
👥 Enabled non-designers (e.g. marketers, devs) to work confidently within the brand system

This project taught me how to build a design system that doesn’t just look good but works at scale across teams. I became the bridge between creativity and execution, bringing brand intent into reusable logic and making the life of everyone from marketers to engineers easier. It was the launching pad of my continued interest in design systems, team coherence, and sustainable UX.