the challenge
A professional services firm in the justice and public sector space was preparing to launch its first SaaS platform. The challenge: transforming a traditional consultancy into a tech-forward, product-driven brand—while differentiating in a high-stakes, compliance-heavy market with tight timelines and no design team.
the approach
- Defined the product vision, roadmap, and MVP scope
- Built and led the product + engineering team to deliver the 0–1 MVP
- Crafted the brand identity, tone, and interface behavior
- Created investor decks and demo-ready storytelling
- Scoped pricing tiers, market strategy, and AI roadmap
product & brand foundation
brand pillars
brand pillars
brand pillars
At the heart of the platform: Clarity, Cohesion, and Insight—guiding both product experience and brand tone.
color system
brand pillars
brand pillars
Designed a full-spectrum application color palette for clarity, accessibility, and clean SaaS UI.
typography stack
typography stack
typography stack
Chose scalable, modern fonts for clear hierarchy and digital trust across navigation, body copy, and interface overlays.
ui components
typography stack
typography stack
Defined button styles, input behaviors, nav patterns, and text hierarchy to guide implementation without a dedicated design team.
the impact
I led the end-to-end transformation of a legacy consultancy into a scalable GovTech SaaS platform—driving product vision, brand strategy, and investor alignment to lay the foundation for growth.
Built and delivered a full investor deck to articulate the product's vision, phases, and opportunity
Designed comprehensive brand guidelines—color, typography, and UI behavior—for the flagship platform
Created onboarding and demo tools to support internal alignment and external client trust (product overview deck not shown due to NDA)
Developed tiered pricing strategy, GTM messaging, and an AI integration roadmap
Positioned the company for federal procurement, investor engagement, and scalable delivery
Delivered the MVP in under 6 months, establishing a product organization, hired engineering team, led development efforts, and managed execution from 0-1