02
Defining Each Product
To distinguish the four products, I modernized and expanded each software’s unique brand identity with new brand guides. This not only improved design quality within the Paradigm team but also enhanced marketing engagement by ensuring the visuals clearly conveyed each product’s purpose. (2 out of 4 guides are still in progress.)
01
4 Products Under 1 Umbrella
Paradigm created four legal software products designed to simplify law firm operations. However, a major challenge was the inconsistency in design styles. Each product lacked a distinct look, making it difficult for both the marketing team and customers to differentiate them. This confusion hindered clear communication of each software’s unique value.
Summary
Goodwin Living is a mission-driven senior care organization offering a full spectrum of services—from independent living to hospice care—for adults 55+ in Northern Virginia and D.C. For this project, I focused on creating a cohesive and accessible digital experience that reflects their commitment to uplifting older adults and their caregivers.
Project Partners:
Plan B Design Agency & the Goodwin Living Leadership
Objective
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Collaborated cross-functionally with developers, project managers, UX designers, copywriters, and the client to build a unified web experience
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Created a scalable design system in Figma with reusable components to ensure consistency across all sites
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Translated Goodwin Living’s brand identity into a functional, accessible, and modern web design framework
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Contributed to the design and implementation of 13 interconnected websites under the Goodwin Living umbrella
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Focused on maintaining visual consistency and usability while supporting a range of audiences and services across the organization’s digital presence