Streem

When I joined Streem, I faced two key challenges: delivering new core product features while improving the existing user experience and leading a much-needed brand overhaul—one of the main reasons I took the role.

While managing various product projects, I worked closely with the CEO to revamp Streem's entire brand. I meticulously redesigned everything from colours and logos to fonts and visual elements, ensuring consistency across marketing and the product.

The original website lacked a strong primary brand colour, relying on a weak black-and-white scheme with poor typography, unclear hierarch, terrible line height and inconsistant padding. My redesign addressed these gaps, creating a more cohesive and professional brand identity.

The brand refresh began with selecting the Biotif font for the logo, refined for balance. This bold yet professional typeface reinforced Streem’s B2B identity and was carried through to website headers and marketing materials for consistency.

A strong UX/UI alone isn’t enough if brand touchpoints lack maturity. Design must align with brand values to create a seamless and memorable customer experience.

The introduction of a primary navy blue established Streem’s identity, complemented by secondary and accent colours. A distinct colour set was also developed for StreemSocial, giving it a more vibrant and youthful feel while maintaining a shared brand connection.

I gradually integrated the new brand style into core product pages, including the form builder and key features. Working in a fast-growing startup required a lean approach—minimally updating areas for consistency while focusing resources on high-impact improvements. This gave the product a refreshed, cohesive look without unnecessary rework.

I successfully advocated for a design system (which they lacked) to streamline design and development workflows while also pushing for the migration from Sketch to Figma for greater efficiency.
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I played a key role in developing Engage, Streem Social’s flagship feature. This tool empowers communication teams to create, approve, schedule, and monitor social media posts through an intuitive calendar view. It stands as one of my proudest achievements, reflecting my commitment to delivering innovative solutions.