In 2019, I lead Bellhop through an identity rebrand and website redesign. Our goal was to refresh the brand and renew the energy of our company by creating a seamless booking experience with transparent pricing models and personal profile with self-serviced move management. This required a balancing act of keeping the company’s focus and core values at the forefront of our product while also allowing us to grow and change as a company. In addition to the rebrand, we conducted customer journey maps, iterative prototyping and user testing which lead us to a create an engaging CMS for the marketing team built with branded component modules, a new design system with scalable web components, and a salad bar of engaging content for rapid iterations.