Adversent was building an e-learning business in a crowded market. They needed more than a new visual identity—they needed a brand and platform that could differentiate them, support a membership model, handle video-heavy content, and scale internationally.

The complexity: balancing brand distinctiveness with platform usability, and ensuring the technical infrastructure could support the experience we were designing.

I led brand strategy, creative direction, and UX as Design Director.

I started by defining the strategic foundation—who the audience was, what competitors were doing, and where the opportunity lay. We developed detailed personas for both learners and the marketers who’d be purchasing memberships, then used those to shape brand positioning.

I ran brand development workshops, presented concepts to senior stakeholders, and led the team through iterative refinement until we had an identity system that could flex across digital, print, and video.

On the platform side, I led the UX design of the full user journey—registration, onboarding, course navigation, membership management, and video playback. I worked closely with engineering to align design ambition with technical constraints, particularly around video delivery, security, and performance.

A unified brand and platform that positioned Adversent as a premium player in the e-learning space. The system was built to scale—modular enough to support new content types and markets without requiring redesign.