Level3AI
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Role
Product Designer
Timeline
Jan 2026 - Jul 2026
Skills
Lean research
Client management
AI-integrated workflow
Branding
Tools
Figma
Framer
Webflow
Affinity
Jitter
Problem
Their original site lacked the credibility and visual identity to convince their core audience to use their AI agent. Marketing managers and product owners at enterprises need a product that will work reliably, so low-trust and security risks are deal-breakers.
Solution
I led a full revamp across their branding, website, and CMS. I developed a calm blue gradient palette and a shape language, created 10+ product graphics with animations, and directed jargon-free copy throughout. Every decision was aimed at building trust and clarity in mind, tailored to the target audience.
Working from an open brief with full creative direction, I started with mood-boarding to establish the design direction before touching any layouts, ensuring the client and I were on the same page. I balanced visual aesthetics with business constraints. Pressure-testing decisions with stakeholders. If it didn't earn its place with a good reason, it was cut.
I landed on sharp rectangles and blue that symbolized credibility. I softened it with gradients for a sense of friendliness and calm. Transparent, open, built to earn trust.
Hero redesign
Injected stronger branding, clarified value proposition and directed the product demo video so visitors have a good understanding of the product on the get-go.
Old
New
Feature section
Motion-led to show the product that's less text heavy to improve scanning. Very much cut to the chase answering the "what" quickly after the hero section.
Old
New
Case studies
Brought and emphasised key metrics to boost credibility, linking visitors to case studies helping them discover the product in-detail.
Old
New
CMS Blog
Built a scalable CMS with structured and dynamic article navigation for users who want to learn more. Not only is it good for SEO, it also shows Level3AI is trustworthy and can product results.
The ask
Client moved the deadline early by 2 weeks. They originally wanted 3 hero demo videos and were adamant about it.
The decision
I negotiated down to 1 focused demo on the core feature. Our motion designer didn't have capacity for 3 and would have likely produced poor results trying.
Running it
I storyboarded the concept, directed the motion designer, managed client communications, and oversaw the rest of the design and development in parallel.
Outcome
Shipped on schedule, client was happy, and they came back to expand the site further.
3 videos → 1 focused demo. Same deadline, same result.
Hero & demo video iterations
Initial mockup
Using a common-pattern for SaaS websites, so visitors are familiar navigating this. The client wanted 2-3 demo videos at this stage and is what carries this section.
Hi-fi mockup
Consolidated to 1 hero video after pushing back on 3. Users rarely click multiple videos, so simpler was better especially at this early-stage. Reduced choice overload.
Final iteration
Introduced rectangular geometry derived from the logo's step motif for stronger branding. Sharp shapes balance the curved visuals elsewhere, giving the page structure and trust.
One of several collateral pieces for the client, a marketing 1-pager designed in 3 days from an established brand system I created beforehand.
Initial draft
Polished document
Probe, then act
First draft was intentionally minimal to test the direction and gain client feedback. Through that process I gained clarity on their sales pitch, and explored layout options that better served the copywriting. The final version came from that back-and-forth.
Hit a deadline cut
by 2 weeks
Client returned for
2nd 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
