Context
WORK Labs runs a connected execution model — services, commerce, strategy tools, and internal product demos — but its digital presence was a set of standalone sites with no shared structure.
Problem
Each property looked and behaved differently. Leadership and clients couldn’t see the operating story. Production was duplicated across strategy, design, and development with no shared conventions. The model was strong; the expression was fragmented.
Your Role
- Led digital and brand experience direction across the ecosystem
- Designed information architecture for four linked experiences (Execution Arm, WORK Brands, WORK Prism, Backoffice Feltron demo)
- Built the shared UI framework: page rhythm, hierarchy, CTAs, and reusable components
- Collaborated with strategy and dev teams to implement and maintain the system
Approach
I framed the work as one connected system, not separate builds. I defined a shared operating layer — navigation patterns, content hierarchy, interaction conventions, and production handoffs — so each property could have a distinct role while feeling part of the same whole. Language frameworks for process, capability, and outcomes were aligned so narrative and design could scale together.
Outcome
Leadership and clients gained a clearer operating story: one system expressed across multiple surfaces. Continuity across initiatives improved, iteration cycles accelerated, and the foundation for future launches became stronger and more predictable.