NIS Website Redesign

Led the end-to-end redesign in close collaboration with another designer, driving brand strategy and design direction while partnering with marketing and development teams. Using the 12 Jungian Brand Archetypes framework, I positioned NIS as Hero (primary) and Caregiver (secondary), defining 4 core brand personality traits, key brand keywords, and a consistent visual and verbal tone. These insights guided a cohesive design system with a new color palette, human-centered imagery featuring real people, and a restructured website layout and information architecture. Implemented in WordPress over 7 weeks (4 weeks design, 3 weeks development), the redesign led to ~30% higher session duration, ~25% improved engagement on key pages, and ~20% growth in inbound demo and contact requests.