Full-Time
Full-Time
Efforti
Efforti
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Year
2025 - 2026
Year
2025 - 2026
Year
2025 - 2026
Client
Efforti Ai
Client
Efforti Ai
Client
Efforti Ai
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
I worked as the Design Lead at Efforti, leading design across brand identity, product UI, website, content, motion, and marketing. Since the company was starting from the ground up, the project began with defining its identity and evolved into shaping how Efforti looked, communicated, and interacted across its digital touchpoints.
01 —
Building the Brand
Building the Brand
Building the Brand
The project began with creating Efforti's identity from scratch.
I started with brand ideation, visual exploration, moodboarding, and reference gathering to establish a creative direction that reflected the company's technology and AI-focused positioning. These explorations led to the final logo and the visual identity around it.
I then defined the colour palette, typography, graphic elements, and core brand guidelines, establishing the foundation for everything that followed.
02 —
Product UI
Product UI
Product UI
With the identity established, I translated the new direction into the product.
I designed an initial set of product UI screens and interface components, exploring how the brand could work within a functional product environment. The focus was on creating an interface that felt modern and distinctly Efforti while keeping complex technology accessible and easy to navigate.
03 —
Website: Research to Execution
Website: Research to Execution
Website: Research to Execution
The website became one of the most extensive parts of the project.
As an AI and technology company, Efforti had a significant amount of information and complex ideas to communicate. The website therefore needed to balance clarity, storytelling, interaction, and conversion.
I conducted extensive UX research, using behavioural data such as click rates and user interactions to understand how visitors engaged with the experience. These findings informed the information architecture and wireframes, which were then developed into interactive prototypes.
Following approval, the designs moved into development and through to the final website execution.
04 —
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
The technology-focused nature of Efforti meant that the website relied heavily on visual storytelling.
I created custom imagery, GIFs, video animations, and Lottie animations to explain ideas, add interaction, and bring sections of the website to life. These visual elements helped communicate complex concepts without relying entirely on text.
I also worked on the visual treatment of blogs, articles, and other long-form content, ensuring that editorial content felt connected to the wider digital experience.
05 —
Social Media & Content
Social Media & Content
Social Media & Content
I also worked on Efforti's social media presence, creating Canva templates for static and video content across platforms including Instagram, LinkedIn, and YouTube.
The templates covered different content formats and were designed for easy day-to-day execution, allowing the team to produce content independently while staying within the established visual direction.
The Outcome
The Outcome
The Outcome
What began with building Efforti's identity from scratch grew into a broader design role spanning brand, product, web, motion, and communication.
As Design Lead, I was involved throughout the process — from defining the first visual direction and designing the initial product interfaces to researching and shaping the website, creating its motion and visual content, and enabling the team to produce ongoing marketing and social content.
Latest Projects
Full-Time
Full-Time
Efforti
Efforti
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Year
2025 - 2026
Year
2025 - 2026
Year
2025 - 2026
Client
Efforti Ai
Client
Efforti Ai
Client
Efforti Ai
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
I worked as the Design Lead at Efforti, leading design across brand identity, product UI, website, content, motion, and marketing. Since the company was starting from the ground up, the project began with defining its identity and evolved into shaping how Efforti looked, communicated, and interacted across its digital touchpoints.
01 —
Building the Brand
Building the Brand
Building the Brand
The project began with creating Efforti's identity from scratch.
I started with brand ideation, visual exploration, moodboarding, and reference gathering to establish a creative direction that reflected the company's technology and AI-focused positioning. These explorations led to the final logo and the visual identity around it.
I then defined the colour palette, typography, graphic elements, and core brand guidelines, establishing the foundation for everything that followed.
02 —
Product UI
Product UI
Product UI
With the identity established, I translated the new direction into the product.
I designed an initial set of product UI screens and interface components, exploring how the brand could work within a functional product environment. The focus was on creating an interface that felt modern and distinctly Efforti while keeping complex technology accessible and easy to navigate.
03 —
Website: Research to Execution
Website: Research to Execution
Website: Research to Execution
The website became one of the most extensive parts of the project.
As an AI and technology company, Efforti had a significant amount of information and complex ideas to communicate. The website therefore needed to balance clarity, storytelling, interaction, and conversion.
I conducted extensive UX research, using behavioural data such as click rates and user interactions to understand how visitors engaged with the experience. These findings informed the information architecture and wireframes, which were then developed into interactive prototypes.
Following approval, the designs moved into development and through to the final website execution.
04 —
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
The technology-focused nature of Efforti meant that the website relied heavily on visual storytelling.
I created custom imagery, GIFs, video animations, and Lottie animations to explain ideas, add interaction, and bring sections of the website to life. These visual elements helped communicate complex concepts without relying entirely on text.
I also worked on the visual treatment of blogs, articles, and other long-form content, ensuring that editorial content felt connected to the wider digital experience.
05 —
Social Media & Content
Social Media & Content
Social Media & Content
I also worked on Efforti's social media presence, creating Canva templates for static and video content across platforms including Instagram, LinkedIn, and YouTube.
The templates covered different content formats and were designed for easy day-to-day execution, allowing the team to produce content independently while staying within the established visual direction.
The Outcome
The Outcome
The Outcome
What began with building Efforti's identity from scratch grew into a broader design role spanning brand, product, web, motion, and communication.
As Design Lead, I was involved throughout the process — from defining the first visual direction and designing the initial product interfaces to researching and shaping the website, creating its motion and visual content, and enabling the team to produce ongoing marketing and social content.
Latest Projects
Full-Time
Full-Time
Efforti
Efforti
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Efforti is the AI Leadership Assistant that turns invisible effort into visible, aligned, and predictable performance. In today’s chaotic workplace, leaders don’t lack dashboards—they lack clarity, foresight, and real-time truth about where their team’s energy is going. Efforti solves this gap by pioneering a new category: Effort Intelligence.
Year
2025 - 2026
Year
2025 - 2026
Year
2025 - 2026
Client
Efforti Ai
Client
Efforti Ai
Client
Efforti Ai
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Industry
Technology, Information and Internet
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Project Duration
1 Year 5 Months
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
Building an AI Brand from the Ground Up
I worked as the Design Lead at Efforti, leading design across brand identity, product UI, website, content, motion, and marketing. Since the company was starting from the ground up, the project began with defining its identity and evolved into shaping how Efforti looked, communicated, and interacted across its digital touchpoints.
01 —
Building the Brand
Building the Brand
Building the Brand
The project began with creating Efforti's identity from scratch.
I started with brand ideation, visual exploration, moodboarding, and reference gathering to establish a creative direction that reflected the company's technology and AI-focused positioning. These explorations led to the final logo and the visual identity around it.
I then defined the colour palette, typography, graphic elements, and core brand guidelines, establishing the foundation for everything that followed.
02 —
Product UI
Product UI
Product UI
With the identity established, I translated the new direction into the product.
I designed an initial set of product UI screens and interface components, exploring how the brand could work within a functional product environment. The focus was on creating an interface that felt modern and distinctly Efforti while keeping complex technology accessible and easy to navigate.
03 —
Website: Research to Execution
Website: Research to Execution
Website: Research to Execution
The website became one of the most extensive parts of the project.
As an AI and technology company, Efforti had a significant amount of information and complex ideas to communicate. The website therefore needed to balance clarity, storytelling, interaction, and conversion.
I conducted extensive UX research, using behavioural data such as click rates and user interactions to understand how visitors engaged with the experience. These findings informed the information architecture and wireframes, which were then developed into interactive prototypes.
Following approval, the designs moved into development and through to the final website execution.
04 —
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
Visualising AI Through Motion & Content
The technology-focused nature of Efforti meant that the website relied heavily on visual storytelling.
I created custom imagery, GIFs, video animations, and Lottie animations to explain ideas, add interaction, and bring sections of the website to life. These visual elements helped communicate complex concepts without relying entirely on text.
I also worked on the visual treatment of blogs, articles, and other long-form content, ensuring that editorial content felt connected to the wider digital experience.
05 —
Social Media & Content
Social Media & Content
Social Media & Content
I also worked on Efforti's social media presence, creating Canva templates for static and video content across platforms including Instagram, LinkedIn, and YouTube.
The templates covered different content formats and were designed for easy day-to-day execution, allowing the team to produce content independently while staying within the established visual direction.
The Outcome
The Outcome
The Outcome
What began with building Efforti's identity from scratch grew into a broader design role spanning brand, product, web, motion, and communication.
As Design Lead, I was involved throughout the process — from defining the first visual direction and designing the initial product interfaces to researching and shaping the website, creating its motion and visual content, and enabling the team to produce ongoing marketing and social content.