Astraeus
Brand architecture for a sector that mistakes uniformity for credibility.
WealthTech // Brand Architecture & AI Production
Art/Brand Director on Astraeus, contracted through Cinnamon. Worked directly with one of the founders. Astraeus is building AI-native infrastructure for modern wealth management firms, replacing fragmented, pre-AI architectures with a single operating foundation that embeds intelligence at every decision surface. The strategic vision was sharp. The visual system did not exist yet. Built from zero in a category where 22,000+ registered investment advisors mistook uniformity for credibility, against a client challenging an 85-year-old regulatory framework.
Led product design on BrandBlum, a white-label retail promotions platform commissioned by Nessie Capital (a family office with 30+ years of investing experience). Warmies, a soft toy manufacturer across 25+ countries, was the pilot. Stores that implemented the platform reported up to 60% sales increase. The system had to scale across brands and retailers with different business requirements, on a data hierarchy problem conventional navigation could not solve. Applied AI methodology from prior projects to address it.
Worked directly with startup founders on 0-to-1 product development, bringing a technical proof of concept for a two-sided sports coaching platform to market as a SportsTech product. Players submit short video recordings of their performance and practice, and receive customised advice from coaches on their skills.
The platform was built to technical specifications and business objectives. A UX overhaul was essential to bring it to market launch as a complete product. Redesigned interactions and user flows from the client's wireframes, into an end-to-end product across web, desktop, and mobile. Created a Dark Theme UI to match industry norms, and delivered a modular design system for development handoff and market launch. Created complete visual branding for the platform.
Redesigned a global scientific Big Data platform for genomics data storage and analysis serving the international research community at the Centre for Biodiversity Genomics in Canada. Worked directly with scientific experts from the University of Guelph (CA) to understand taxonomical data requirements and streamline navigation through massive datasets containing DNA barcode data for species identification.
BOLD is a cloud-based platform consisting of four main modules: a data portal, an educational portal, a registry of BINs (putative species), and a data collection and analysis workbench. The Barcode of Life Data System (BOLD) serves as both a collaborative hub for the scientific community and a public resource for citizens, supporting DNA barcoding: a taxonomic method using standardised short genetic markers to identify species through comparison to reference libraries.
Worked directly with startup founder on an AI-driven Augmented Reality mobile application for healthcare. Delivered a complete MVP in a 49-hour sprint. The application measures body posture and flexibility for physiotherapy practices. Developed a "board game rulebook" methodology for AR interaction documentation, translating abstract healthcare vision into a developer-ready prototype. Prototyping work helped the founder understand the technology's implementation potential, with a strategic pivot from B2C to a B2B business model.
Worked directly with startup founders on a 0-to-1 SaaS MVP platform to support, coach, and educate staff in School systems across the USA, impacting 11,630+ educators across 214 schools and 235,580 students. Ran domain expert interviews with leading education professionals to understand systemic challenges in public education and define platform requirements for educator support.
Worked directly with startup founders and AI tech lead/developer on an AI-powered B2B SaaS digital platform for processing scientific literature for USA government agencies. The SLR.AI product uses AI to accelerate the digestion of scientific papers and studies, addressing inefficiencies in government research workflows for faster, evidence-based policy making.
Worked directly with startup founders, founding AI engineers, and linguistic experts on an AI platform for disinformation detection, processing 2M+ articles daily across 50+ languages and global media sources. The platform used AI algorithms to analyse information patterns and predict accuracy through behavioural modelling.
Enhanced an existing healthcare systems coordination platform, resolving scheduling overlaps between healthcare professionals and ABA patients across the New York metropolitan area. The Healthcare SaaS B2B platform coordinated scheduling for multiple professional roles, addressing bottlenecks across the metropolitan healthcare network.
Worked directly with the startup founder on a FinTech solution for TikTok monetisation, with the founder in California, myself in Europe, and the development team in Asia. The platform enabled users to earn cashback from brands by converting TikToks, at the intersection of social media engagement and financial rewards in the creator economy.
Worked with product owner, UX designer, PM, and content creator on a modular B2C Platform-as-a-Service (PaaS) social media platform designed for older citizens, with accessibility as the primary design priority. The platform required modular architecture to support diverse user needs and inclusive design across the platform's educational features.
Worked directly with startup founders, investor/business angel, and development team on a conversational agentic AI platform. 0-to-1 MVP development through iterative prototyping and bootstrapping, from concept to market-ready prototype.
Designed a Big Data visualisation dashboard for energy consumption monitoring across Scandinavian countries, from polar northern Finland to Denmark. The system required pattern detection to identify unusual consumption patterns while accounting for environmental differences between regions. Data analysis algorithms had to handle disparities in energy requirements and consumption behaviours across the Scandinavian region's climatic and infrastructure conditions.
Worked on the digital transformation of a logistics company from manual processes to a digital platform, with front and back developers and domain experts. Shipping preparation requirements varied by destination and content, unifying international shipping regulations into one system. Simplified the user experience from 20+ steps to 4-5 steps while maintaining compliance across US and international markets. Worked with C-level leadership on the analogue-to-digital transition.
Worked with a global enterprise on an AI integration project, bringing AI to an established recruiting platform with legacy systems and restrictions, serving companies like Microsoft. The AI engine had to integrate into the existing system while maintaining stability and performance at enterprise scale.
Worked directly with the startup founder on proof-of-concept development for a strata spending monitoring platform. The project validated through prototyping and medium-fidelity prototypes, with the founder securing funding from the demonstrated concept. The dashboard addressed strata management complexity through data visualisation for spending trends and data-driven decision-making.
Brand architecture for a sector that mistakes uniformity for credibility.
WealthTech // Brand Architecture & AI Production
A modular architecture that eliminated the scaling wall. White-label retail, 60% sales growth.
B2B Retail SaaS // Navigation Architecture
A platform that turned educator burnout into systemic change. 235,580 students reached.
EdTech // Discovery & Platform Design
An AR physiotherapy product, designed and handed off in 49 hours.
HealthTech // AI/AR Product Design
Workflow redesign that reduced a 20-step process to four. Still live five years on.
Logistics SaaS // Workflow Design
Taxonomical information architecture at scientific complexity. Expert interviews with University of Guelph scientists.
Life Sciences // Information Architecture
Government AI platform. Systematic literature review at 90% AI accuracy in UI.
Government AI // Platform Design
0-to-1 two-sided marketplace. Full design system across all breakpoints.
Marketplace // Product Design
Enterprise AI security. Big data drilldown at a depth that predated public AI search UX.
Enterprise AI // Product Design