Specialised AI for sustainability professionals.
2024-2026 Muuvment
Muuvment is a Canada-based AI sustainability platform helping organisations implement, measure and report on their ESG goals. Over two years I led the transformation of their entire design landscape — from a rough early-stage website with little brand foundation to a cohesive identity system, a redesigned marketing platform and a fully overhauled product UI across their suite of tools, including their flagship AI assistant, Muuvment IQ.
When I joined, Muuvment had a logo and a product — but not much else connecting the two. The website didn't reflect what the company was or where it was going, the visual language was inconsistent, and the product UI had grown without a coherent design foundation beneath it. The brief was a website revamp. What became clear very quickly was that the website was a symptom, not the problem.
Rather than executing the brief as given, I developed early brand concepts, website mocks and visual directions to show leadership what a fuller transformation could look like. They agreed to expand the scope to a complete rebrand — and shortly after, asked me to apply the same I led design direction across the full scope — working directly with company leadership, product managers and developers, and directing a team of designers and animators throughout.
The result was a complete brand identity built from the ground up, a redesigned marketing platform, and a unified product UI with a scalable design system — a two-year collaboration that grew from a single web brief into end-to-end creative ownership of a platform now used by sustainability professionals at organisations including Aspen Insurance Group and The Daniels Corporation.
