Brand & Digital Design
Turning an evolving startup identity into a working design system
From an evolving visual identity to a flexible design system,
new website, and shared brand standards.
The Opportunity
I've worked with ONRAMP since 2021, across product, marketing, and sales. Over time, the brand naturally evolved alongside the company, piece by piece—but without a formal system capturing how that evolution should translate across digital experiences.
When it came time to redesign the company website, I saw an opportunity to bring some consistency to the visual language we'd been developing and turn it into a system we could build from.
Starting with a Visual Direction
Rather than jumping directly into website designs, I created a series of style tiles to explore how ONRAMP's existing visual identity could come together into a more cohesive direction.
Each exploration combined typography, color, photography, UI elements, and graphic treatments to show how the brand could work across digital experiences.
Working with stakeholders, we brought elements from the explorations together into a final direction that balanced a bold, industrial feel with a clean, product-focused experience.
Expanding the System
From that direction, I developed a broader working visual system, expanding the typography, introducing a more intentional photography style, and establishing repeatable approaches to color, UI, iconography, illustration, and supporting graphics.
The goal wasn’t to create a rigid brand guide. It was to create enough consistency that new work could be produced quickly while still feeling distinctly ONRAMP.
Beyond the Website
As the visual language evolved, it began extending naturally into ONRAMP's broader ecosystem.
The same typography, imagery, graphic treatments, and visual principles now appear across sales materials, presentations, landing pages, advertising, and other marketing touchpoints—creating a more cohesive brand across the customer journey.
Making the System Accessible
To make the system easier to use and maintain, I eventually formalized these decisions into a dedicated brand resources site for the ONRAMP team.
The living resource documents typography, color, photography, illustration, iconography, and other visual standards—giving teams a shared reference for creating new work independently.
The Final Website
What started as a website redesign became an opportunity to define a brand that had been evolving organically for years.
The final site brings that system together into a clearer, more cohesive expression of ONRAMP—and establishes a visual foundation that now extends well beyond the website.
