Website Rebranding and Redesign

Leading the strategic shift from a freelancer-focused platform to a brand that speaks to professionals in large organizations

The objective of the project was to rebrand Work for Impact to better resonate with a new target audience consisting of professionals from big corporations. The previous branding was catered to young freelancers, but the company wanted to shift its focus to appeal to a more premium and corporate clientele. The central focus of the rebranding was the redesign of the website.

UI/UX Design • Design System • Graphic Design • Rebranding

My Role: Project Manager and Design Lead

Design Strategy & System

We developed a premium and minimalistic visual identity that reflected credibility, trust, and modernity while maintaining accessibility and warmth.

The design system included updated typography, a neutral color palette, and modular components to ensure consistency and scalability across the platform.

Website Redesign

The new website was completely restructured to reflect a clear value proposition for corporate clients.

Key improvements included:

A simplified site architecture
Refined messaging for decision-makers in large organizations
Trust-building elements like client logos, use cases, and certifications
Improved accessibility and responsiveness
Stronger CTAs and lead generation paths

laptop and smartphone with a responsive website layout (1).png

Illustrations

To support the new positioning, I created a fresh illustration system that moved away from a “freelancer marketplace” aesthetic and instead conveyed trust, professionalism, and scalability. The visuals were designed to resonate with decision-makers in larger organizations—clean, modern, and versatile enough to be used consistently across product, marketing, and brand touchpoints.

Project Management

Alongside design, I led the project management efforts, coordinating between stakeholders, marketing, and development to keep the project on track.

This included:

Roadmapping and prioritization
Sprint planning and progress tracking
Regular stakeholder updates and design reviews
QA and final handoff

Results & Learnings

The rebrand and new website positioned Work for Impact as a credible player in the B2B space, successfully shifting perception among enterprise-level clients.