Lyra is a design and engineering consultancy that works with YC and a16z startups. Level3AI was my core engagement, they are a Singaporean based company that is building a customer experience agent, targeting enterprises in APAC. I led a full redesign across brand and website.
Role
Product Designer
Timeline
Aug 2025 - Present
Featured Work
Level3AI
Level3AI
Visit website
Problem
Their original site lacked the credibility and visual identity to convince their core audience: marketing managers and product owners at enterprises, where trust and security are deal-breakers.
Solution
I led a full revamp across brand, website, and CMS. I developed a calm gradient palette and shape language, created 10+ product graphics with animations, and directed clear, jargon-free copy throughout. Every decision was aimed at building trust with their enterprise audience.
Design Direction
Working from an open brief with full creative direction, I started with moodboarding to establish the design language before touching any layouts. I balanced visual ambition with business constraints, regularly pressure-testing decisions with stakeholders.
The direction I landed on: sharp rectangles and trusty blue for credibility, softened with gradients for warmth. Transparent, open, built to earn trust.
Hero redesign
Clarified the value proposition, strengthened the demo CTA, and directed the product demo video
Previous site
Final design
Feature section
Motion-led storytelling to explain the product, with improved scanability
Previous site
Final design
Case studies
Simplified copy for decision makers, key metrics shown to boost credibility
Previous site
Final design
CMS Blog
Introduced a scalable CMS with structured and dynamic article navigation
Challenges
The client moved the deadline early by 2 weeks, requiring immediate scope cuts. They wanted 3 hero animations. I advocated for 1 focused video highlighting their core feature, balancing motion designer capacity against the likelihood that 3 videos would deliver low ROI. I storyboarded the concept, directed the motion designer, and managed client communications while overseeing the rest of the design and development in parallel.
When briefs were unclear, I used initial drafts as a tool to test direction and extract the right information from the client, gaining clarity faster than waiting for a perfect brief. The client was happy with the result and everything was ready before launch. They later returned to expand the site and brand further.
Hero & demo video iterations
Initial design
Spacious layout with white space, letting the demo video carry the section. The client wanted 2-3 demo videos at this stage.
Version 1 with gradient
Consolidated to 1 hero video after pushing back on 3. Users rarely click multiple videos, so simpler was better. Reduced choice overload.
Latest hero
Introduced rectangular geometry derived from the logo's step motif. Sharp shapes balance the curved visuals elsewhere, giving the page structure and trust.
Sales 1-pager
Designed a client-facing one-pager in 3 days, built from the brand system I'd already established. The 1st draft was intentionally minimal to test the direction and draw out client feedback. Through that process I extracted the right content, gained clarity on their sales pitch, and explored layout options that better served the information. The final version came from that back-and-forth.
Initial draft
Polished document
Results
Hit a deadline cut
by 2 weeks
Client returned for a second project
“
"Isaac is someone you can rely on when things get tight. He doesn't go quiet under pressure, flags issues early, and drives deliverables forward on his own. He has a rare ability to take technical or business context and turn it into visuals that actually land."
Emily Yu
Marketing Lead @Level3AI
Reflection
Working at a consultancy the pace was faster than previous experiences. Managing multiple clients at once taught me to balance priorities constantly, negotiating scope and timelines without over-promising. Design decisions had to satisfy business goals, be feasible to build, and not hinder other projects.
The biggest shift was learning that most clients don't know exactly what they want. It was my job to ask the right questions, establish direction, and make decisions easy for them. Traditional research steps got compressed into light competitive analysis and direct client presentations. Every conversation had to be clear, jargon-free, and grounded in solutions I could defend.
The volume of work pushed me to design faster, strip out redundancy, and prioritize function over form.
