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About
AI Experiments
Contact
Presentation
Impact Theory
Year
2024—2025
Websitewww.impacttheory.com
Type
Full-time employee
Service
Product, Design System, Marketing, UX, Interface, Mobile
Area
Consumer, B2B, Education
Role
Senior Designer
Case Study #03
I was brought on to lead the complete redesign of the platform, introducing a fresh design language while retaining select elements the company still valued, ensuring a seamless blend of old and new.
A significant part of my work was dedicated to marketing, collaborated closely with the marketing team and branding teams to improve conversions and deliver impactful results.
I was responsible for funnel pages, marketing landing pages, social media banners, posters, and various other promotional materials across the company.
Impact Theory isn’t just a platform—it’s a lifestyle for thousands of students worldwide. It should function seamlessly, free of bugs and broken elements, creating an experience that attracts more students rather than driving them away.
As always, I started from the ground up. I needed to understand and define the core of the project—the design system.
They had various elements from different sources, like triangles (from Tom Bileyu’s project) and circles (from Lisa Bileyu’s projects and podcasts).
The existing design also included the Futura font and blue as the primary color. My task was to gather all these elements and consolidate them into a unified system, which is where I began.
x2
~1.5k
5 months
88% positive
Separate pages for Lisa and Tom Bilyeu were designed with a consistent look and feel, and all supporting projects, including funnel pages promoting books and courses, now share a unified visual language that reinforces the feeling of being part of a cohesive brand family.