Background.

Principa, a Hyperclear Technology company, is a South African consulting company specialising in credit consulting services. In 2024, the business underwent significant internal changes, including a leadership transition. This prompted a review of its service offering, brand positioning, and brand design. Initially, an external agency was contracted to complete the brand system redesign, but the outcome was unsatisfactory, so it was shifted to me. I completed the brand system redesign, including a refresh of the logo and brand style guide. Once this was agreed and finalised, I began work on the website refresh to bring the organisation’s digital presence in line with the rejuvenated brand.

Approach.

I started with low-fidelity wireframes to ensure alignment with key stakeholders on the page structure and primary content blocks. These were shared with the developer contracted to build the site once the UI/UX design was complete. Sharing the low-fi wireframes enabled him to start prepping templates and page structures while the UI/UX design was finalised. High-fidelity wireframes and full-page mockups were created using Adobe XD. This ensured all content could be agreed with key stakeholders without requiring development time. Once the high-fidelity wireframes were signed-off, I led the review process, ensuring the developer had executed against the provided designs correctly.

Alongside the Principa website, the company launched a product site for its flagship product. ADMiT.credit. I led the UI/UX design process for ADMiT.credit, following the same approach I used for the Principa.co.za site.

Execution.

• Designed a refreshed logo and complete visual identity system.
• Developed comprehensive brand guidelines to ensure consistency across all touchpoints.
• Led UX/UI design for the new website, including wireframing, layout, hierarchy, and user flow.
• Designed and wrote content for the Principa.co.za website as well as the ADMiT.credit product website.