Preparing PSG Hydro for market repositioning + strategic growth

Hydro, a chemical dilution and dispensing product company, intended to expand revenue by targeting new markets and selling directly to consumers on top of current chemical partnerships and distributor sales strategies.

Assisted with leading an in-person discovery workshop using innovation frameworks to redefine the purpose of Hydro’s website, unveil opportunities for improvement and align with corporate goals. Contributed to learnings by conducting customer and partner interviews, translating insights into user personas. After conducting a competitive brand analysis, copy analysis, and brand expression analysis touching on messaging, personality, typography, information hierarchy, color usage and photography – developed brand expression recommendations, focused on competitive differentiation and industry best practices to then create the master style guide and component library.

Designed wireframes using Figma gaining feedback at 30%, 60% and 90% fidelity before finalizing designs and handing off to client’s development team.