Project Overview
ToolBelt set out to transform how residential contractors and builders connect, communicate, and collaborate. As lead designer, I built the brand from the ground up, defined the product’s UX strategy, and delivered high-fidelity mobile prototypes, creating a cohesive experience across every customer touchpoint. The result: a funded startup with proven product-market fit in the Portland metro area.
Role
Branding & UX/UI Specialist
- Translated customer insights into a complete brand identity system.
- Crafted messaging that targeted user pain points and communicated the product’s core value proposition.
- Produced a style guide that enforced brand consistency across all marketing channels.
- Built a React component for the mobile app to track user channel data.
- Ran SQL queries and created data visualizations to surface user growth trends for stakeholders.
- Mentored designers on print layout fundamentals and production workflows.
- Drove the redesign and UX/UI of the mobile app.
Project Scope
A full brand ecosystem and mobile application experience, from concept to market launch:
Brand Development & Marketing
- Conceptualized, produced, and launched bilingual branding for in-store and out-of-home merchandising, establishing the startup’s professional presence from day one.
- Designed a logo that immediately communicates the brand’s mission and values.
- Produced business cards, promotional materials, and billboard advertisements that reinforced brand recognition.
- Developed marketing collateral that communicated the platform’s value proposition directly to contractors and builders.
- Authored brand guidelines to enforce consistency across all customer touchpoints.
User Experience & Interface Design
- Delivered high-fidelity mobile app mockups aligned with the new branding guidelines.
- Conducted user research to map contractor and builder pain points and workflow requirements.
- Designed intuitive navigation that simplifies complex task management on the job site.
- Optimized responsive interfaces for on-site use in varied lighting conditions.
- Built component libraries and a design system for scalability and consistency.
Technical Implementation & Analytics
- Built React components for user tracking and analytics integration.
- Ran SQL queries to analyze user behavior patterns and app engagement metrics.
- Created Tableau data visualizations to communicate user growth trends to stakeholders.
- Partnered with the development team to validate design feasibility and optimize performance.
Results
- Secured $1M+ in funding in 2019, validating the product vision and brand positioning.
- Reached 9% adoption among all residential contractors in Portland, proving product-market fit.
- Expanded operations into the Seattle market using the scalable brand system and design components.
- Secured strategic partnerships that broadened platform capabilities and market reach.
- Delivered a cohesive bilingual brand identity that resonated with English- and Spanish-speaking contractors alike.
- Positioned ToolBelt as a recognizable, trusted platform in the residential construction industry.
Tools Used
- Adobe Photoshop
- Adobe Illustrator
- Figma
- React
- Tableau
- InVision
- Slack
