TCWGlobal Digital Rebrand
I led creative direction and UX to unify TCWGlobal’s 170‑page SaaS client portal and marketing site into a single, scalable system that evolved the existing brand. I ran stakeholder and user workshops, mapped top tasks, and produced IA, hand‑drawn wireframes, and interactive prototypes, then validated navigation, messaging, and forms through A/B tests. The redesign spans the portal dashboard, benefits administration and worker list views, the marketing homepage, and landing pages for employee benefits, company culture, and MSP services. The brand work also covers the dog mascot logo and its monochrome variants, a favicon, an email signature template, and team spotlight cards. I launched a living Figma component library with governance rituals. The program delivered +30% organic traffic in six months and +17% MQLs per quarter, raised onboarding completion from 68% to 83% and renewals from 70% to 86%, and cut UI‑defect tickets by 50% after eight departments adopted the system.