The Launch:HER initiative required moving quickly without sacrificing clarity or credibility. While the site needed to stand on its own, it also had to feel inherently connected to UpSpring’s existing digital presence, more like an extension of the family than a competing brand.
With leadership eager to launch at the start of the year, the timeline was significantly compressed to maximize submission and judging time. In the absence of a dedicated account lead, I stepped into a broader role, providing end-to-end web consultation and managing the site’s structure, scope, and sequencing. I worked directly with C-suite stakeholders to align on priorities, define a minimal viable experience, and ensure decisions supported both the campaign’s mission and the realities of the timeline.
Drawing on my recent work rebuilding the UpSpring site, I used Figma to quickly define a lean design system and page framework that could be approved early and carried across the entire site. This allowed for rapid iteration and confident decision-making, often independently, while maintaining alignment through regular presentations and check-ins with leadership and the design team. The site launched in just three weeks, supporting the campaign’s goals without slowing momentum.
To maintain continuity while giving Launch:HER its own voice, the site borrows core elements from UpSpring’s established design system and rebranded logo. A vibrant magenta was introduced as a primary accent, creating a distinct identity while preserving a clear visual relationship to the parent brand.
This balance allowed the campaign to feel purposeful and recognizable, reinforcing trust while signaling a focused, mission-driven initiative.
To maintain continuity while giving Launch:HER its own voice, the site borrows core elements from UpSpring’s established design system and rebranded logo. A vibrant magenta was introduced as a primary accent, creating a distinct identity while preserving a clear visual relationship to the parent brand.
This balance allowed the campaign to feel purposeful and recognizable, reinforcing trust while signaling a focused, mission-driven initiative.
Given the compressed schedule, flexibility and proactive problem solving were essential. I built out page structures and content frameworks ahead of finalized copy and assets, allowing the team to move in parallel rather than sequentially.
Frequent check-ins with the Design Director and Account Coordinator helped validate decisions quickly, while my familiarity with the design system and brand standards allowed for confident execution without bottlenecks. This approach kept the project moving forward under pressure and ensured the final experience felt intentional, polished, and aligned with leadership expectations.
