Impactful Design Direction
My role
Design DIrection
Disciplines
Facilitation, Branding, UI Design, Web Design,
Tools
Figma, Webflow, Rive
Time Frame
3 years
Alignment Before Expression
The Dawiso rebranding began with alignment across strategy, product, and users. We started with a series of collaborative workshops involving founders, product designers, and the Chief Marketing Officer, complemented by qualitative user interviews. The objective was to establish a shared foundation: purpose, mission, vision, values, and brand pillars. This step was critical in a market where data governance is often perceived as complex, abstract, and emotionally distant. Before changing how Dawiso looked, we needed clarity on what it stood for and how it should be understood.
Insights from these sessions informed the visual refresh. The logo, color palette, iconography, and illustration system were updated to better balance credibility with approachability. Early templates were designed to be modular and scalable, anticipating future growth and varied use cases. Rather than stopping at a visual system, the brand was immediately translated into practical outputs guided by customer journey mapping.
Identified needs across awareness, education, and adoption stages resulted in concrete assets: leaflets simplifying complex topics, a redesigned website focused on guidance, event materials, social media communication, and training videos.
This phase reflected a broader market shift toward clarity, consistency, and experience-driven branding where success is measured not by visual novelty, but by how effectively a brand supports understanding and decision-making.
Real-World Usage, Feedback & Acceleration
Once the updated brand entered real-world environments like events, sales interactions, social media, and client onboarding it became clear that refinement would be driven by use. Adjustments were made based on how people interacted with the brand in practice. Over time, communication was sharpened to better address business users, reflecting a market increasingly focused on measurable value and outcomes.
Feedback collection became systematic. We combined customer interviews, event feedback, and qualitative insights with quantitative data from Google Analytics and Hotjar to understand engagement, friction points, and drop-offs. These inputs informed changes in messaging clarity, content structure, and emphasis. At the same time, production expectations increased: faster turnaround, more formats, more touchpoints.
AI began to play a meaningful role in this phase. Image and video generation tools (e.g. Midjourney-style workflows) significantly increased productivity, enabling rapid experimentation without scaling costs. Tool integrations such as connecting Figma with Webflow shortened the path from design to live deployment.
Wherever appropriate, gamification was used to lower barriers to engagement: an interactive data governance guide on the website, a digital wheel of fortune at events, and a physical card game supporting data governance adoption as branded merchandise. These elements reflected a market shift toward participation over passive consumption.
AI Offering, Clarity & Direction
With the launch of Dawiso’s AI offering, the brand entered its latest evolution. The focus shifted toward being warmer, more human, and more directly relevant to tech-oriented users, while remaining accessible to business stakeholders. Messaging became clearer, more concise, and more outcome-focused—responding to a market shaped by AI acceleration, shorter attention spans, and higher expectations for immediacy and usefulness.
This phase was less about reinvention and more about recalibration. Visual and verbal elements were adjusted to support confidence, transparency, and approachability in an increasingly competitive and AI-saturated space. Communication was stripped of unnecessary complexity in favor of direct value propositions and clearer calls to action.
Evaluation is ongoing. Feedback loops through analytics, user input, and internal review remain active, allowing the brand to adapt incrementally rather than through disruptive overhauls. The market continues to evolve rapidly, especially around AI-driven products, but the strategic direction is now well defined. Dawiso’s brand operates as a flexible system grounded in purpose, responsive to users, and capable of evolving alongside technology without losing coherence or trust.