Impact Theory
Impact Theory
Website
impacttheory.com
Service
Creative Direction, Product, UX,, Interface, Desktop, Marketing
Area
Consumer · B2B · Education
Consumer · B2B · Education
Impact Theory is a mission-driven modern media company designed to create positive change in people’s lives through the relentless creation of entertaining and empowering content.
A significant part of my work was dedicated to marketing.
I was responsible for funnel pages, marketing landing pages, social media banners, posters, and various other promotional materials across the company.
Impact Theory had one major global problem—lack of consistency. Many people worked on it before me, each adding something new without considering what came before. It’s total mess without proper design language.
Starting from the bottom
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.
Some elements—like the use of primary blue for Tom Bilyeu and pink for Lisa Bilyeu, as well as the triangle for Tom and circle for Lisa—were already established before I joined the IT, that was part of the branding and company wanted to save that unique character.
See the ITU’s Design System
Thousands of iteractions
We knew from the beginning that this platform needed serious improvement—so where do you start?
You start by rethinking the structure and architecture: the user flow, the content hierarchy, what information should stay, what should be removed, and what might need to be added. Some elements may work but still deserve a second look. There are hundreds of questions to answer along the way.
Everything now has to follow our new design language, which is solid and backed by clear rules. But there’s another challenge—you can’t build a design system in isolation. It needs to evolve alongside the actual product.
So when I notice that a button size or padding doesn’t feel right in a real context, I go back and fine-tune the system to make sure everything is 100% aligned with our new direction.
First try
After a few rounds of edits, we finally presented the final look and feel of the upcoming major platform update—highlighting its key advantages and offering clear suggestions for further improvements.
Every update was thoughtfully proposed and discussed with the Head of Design and Product Owner before moving into production and release. The collaboration was cross-functional, involving marketing, design, and development teams.
I started early to ensure developers received the first drafts within two weeks, giving them a head start on building the foundation for the future platform. This proactive approach allowed me to stay ahead and make more thoughtful design decisions.
Mobile
Mobile played a significant role in this redesign. Nearly 40–50% of users access the platform from their phones — especially students, who prefer browsing and learning on mobile.
Designing for smaller screens wasn’t just a nice-to-have, it was essential to deliver a seamless, intuitive experience across all devices.
Marketing
While I was focused on the platform redesign, I was also working in parallel on funnel and marketing landing pages to promote our products — including courses, studies, and podcasts.
These pages needed attention and had to be aligned with the upcoming platform update to maintain visual consistency.
Since they were built in Framer, it was easy to update them quickly, which made them the perfect place to test our new look and feel. This allowed us to measure conversion rates and see how users would react to the refreshed design direction.
As mentioned earlier, their branding is slightly different — Tom’s has a bold, more intense blue tone, while Lisa’s is softer, with a girly yet bold vibe.
This contrast helps emphasize their unique identities while maintaining a cohesive brand experience.