Jennifer Krul, Experience Design + Change Leadership
SECTOR - Health care + Technology
SERVICES - ART DIRECTION, BRAND STRATEGY, VISUAL IDENTITY, WEB DESIGN
WHAT THEY’RE SAYING - ““From our first meeting, I knew my brand was in capable hands. Terri expertly guided me through the process, transforming a vague vision into a brand and website that felt just right for me and my business. I highly recommend working with Terri. Her calm confidence, creativity, and great sense of humour make her a true pleasure to collaborate with..” ~ Jennifer Krul, Experience Design and Change Leadership
Develop a personal brand for an experienced and sought after UX designer and educator
Create a brand identity that is: simple, elegant and elevated
Create a website that: is brand aligned, educational and accurately represents Jennifer’s personality and diverse skill sets
Create branding and website that helps Jen stand out from her competition
Allow room for Jen to showcase her capabilities
Amplify awareness + trust in the brand
PROJECT GOALS
THE REQUEST
Jennifer Krul, an experienced UX designer and educator, was ready to reposition her business to reflect her evolution as a design leader and her growing presence in experience strategy. She reached out for support in refining her brand foundation and creating a digital presence that felt authentic, sophisticated, and aligned with her goals.
The goal was to develop a brand and website that captured her thoughtful, human-centred approach—something that felt distinctly Jen while resonating with clients and collaborators across the UX and product design industry.
THE RESULTS
Together, we defined Jen’s brand positioning and voice, identifying themes of clarity, confidence, and approachability. From that strategy, we landed on a modern yet timeless visual identity—anchored by a clean wordmark featuring interlocking, concentric “j’s”, a calming palette, and subtle typographic details that reflect Jen’s desire for an unfussy yet elevated design sensibility.
Once the foundation was in place, we brought the brand to life through a custom Squarespace website. The site was structured to highlight her portfolio and process while communicating her expertise in experience design through clear hierarchy, intuitive navigation, and engaging visuals.
The result is a cohesive and elevated brand system that showcases Jennifer’s professionalism and creative depth. Her new identity and website together position her as both a trusted educator, expert and a forward-thinking voice in the experience design community.
