case study · tldr
choosii studio
brand, research, and product design for an atlanta floral studio, built to give an independent business the credibility to work with hotels, restaurants, and commercial buyers.
context
choosii hired me to redesign a four-page website. what i found underneath it: an ai-generated logo nobody could rebuild, a brand photoshoot that centered jaisa’s face over the faceless brand she actually wanted, and a site that would have shipped fine, if it hadn’t been completely out of step with where the brand needed to go. the real brief was underneath the brief: preserve the emotion and mystique that make choosii distinctive, while giving a commercial buyer the confidence to put their name behind it.
tools
figma design | make, google suite, adobe cc, canva, claude, wix
timeline
summer to fall 2026
scope
brand, research, design system, build
role
lead ux designer + creative strategist
what i did
a quick read on how i work, what i reach for, and what i do when the laptop closes.
01
ran a brand discovery workshop and an ai-assisted competitive read across five comparable studios
02
rebuilt the logo, submark, and duotone color system from scratch, grounded in that research
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03
worked with claude to format the brand guidelines into an actual token-based design system
04
used figma make for a fast first-pass prototype, then rebuilt its surface by hand once the ai version got the structure right but not the feel
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05
ran two usability tests (five were scheduled) and triangulated them against the interview synthesis before trusting the rebuild
the funnel both sessions traced, unprompted
show me the work
↓ show me what you can handle
↓ show me who you’ve done it for
↓ make the offer understandable
↓ give me a clear path to engage
05
ran my own cost-benefit pass and a two-platform build hackathon (squarespace vs. wix) before picking where it launches
platform decision
squarespace 7.1
(current platform's upgrade)
grid, type, and button limits
framer + webflow
learning curve too steep to hand off
wix editor
won on maintainability
final product
outcome
the accessibility audit alone justified the process: 85 flagged rows traced back to 5 issue groups, fixed with 1 token correction that cleared 49 elements at once. but the clearest signal was jaisa’s own reaction, at each stage.
client feels
“it’s exotic without being noisy. spicy and sleek. femme and flavorful.”
jaisa · on the brand guidelines
“i really appreciate all the love you’ve poured into this.”
jaisa · on the process
“i’m squealing.”
jaisa · on the final prototype
the messages, unedited
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