My roles
Senior Designer
Creative direction
Web design
Graphic design
Project Length:
4 months through Baunfire
As Lead Designer, I led the strategic visual direction for Engageli’s new website. Engageli had a clear vision: create a web experience that felt welcoming yet professional and engaging yet intuitive. Learning can often feel intimidating, especially for adult learners, so we leaned into design elements that made the experience feel warm, empowering, and joyful.
The visual system blends the energy of youth education with the sophistication of professional development. We expanded Engageli’s color palette to include soft gold gradients that introduced warmth and contrast against their signature blue, creating subtle moments of delight throughout the site. Icons, typography, and layout choices were refined to elevate both clarity, usability, and approachability.
A unique challenge was avoiding typical education clichés in imagery. Instead of classrooms or laptops, we explored the metaphor of learning as a journey, using aspirational photography that depicted movement, travel, and exploration. Scenes of people confidently navigating airports or embarking on new adventures helped reinforce the idea of learning as a transformative experience.
Since launch, the redesigned site has seen improved user engagement, longer session durations, and a measurable lift in conversion, proving the impact of a strategically led, human-centered design approach.
