UKG.com Redesign

Even the best toolkit needs a craftsperson.

UKG.com’s redesign was a major brand evolution, built in partnership with an external agency that established the visual direction and component system. My work lived in what came next: taking that system and designing the pages — making layout, composition, and image decisions that translated a component library into something that felt cohesive and intentional at scale. I also oversaw a freelance designer through the production buildout.

The external agency had established the visual system. The challenge was using it well — designing pages across a complex CMS that felt considered rather than assembled, at a scale where every layout decision would repeat across dozens of templates.

Working within a defined system isn’t passive work — it requires judgment. I focused on how to use spacing, image selection, and composition to create visual hierarchy where the component library alone left room for interpretation. Photography was a meaningful lever: the right imagery could make a page feel like UKG; the wrong choice made it feel like stock.

I designed creative page layouts that strategically worked within and pushed our web component system, and directed a freelance designer on support image production. Photography selection was a collaborative but deliberate process — I influenced and made final calls on imagery that needed to carry the brand’s weight across high-traffic pages. After launch, I joined a standing weekly team focused on site performance monitoring and iterating on UX improvements.

The site launched to strong results:

  • 363% increase in sessions
  • 132% growth in gated content downloads
  • 4X organic traffic.

The redesign also earned a Gold MUSE Creative Award in 2022 — a recognition of the project as a whole, and the work it took to bring it to life at scale.

Role: Principal Graphic Designer
Award: Muse Gold 2022

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