Facere AI Branding
Role
Tools
Duration
Expertise
Me (Product Designer) + CPO
Figma
React JS
Adobe Creative Suite
Projects ranging from 1 Week - 3 months (between 2023-2025)
Website / Brand Design
UX/UI Prototyping
Design System
Front-end Development
What did I do?
Conceptualising a company: from initial branding to website redesign.
During the early stages of Facere Australia, I was brought on as the first designer, responsible for shaping the company’s brand identity from the ground up. Over the 2 years, as the company evolved, so did its business strategy and product offerings. This shift necessitated a complete revamp of the company, ensuring that its design aligned with our new strategic direction and communicated our value proposition more effectively.
Throughout my time at Facere, I’ve had the opportunity to work across multiple disciplines, from product, branding, content design to engineering, each experience deepening my understanding of how design intersects with technology to drive business growth.
* During my time at Facere Australia, I worked on projects that I cannot disclose due to NDA restrictions. Please contact me for more information at serenahuang806@gmail.com.
Redesigning the Facere AI Website: A Rapid, Iterative Process
The turnaround for this project was within a week from initial conceptualisation through to deployment. Given this constraint, I needed to ensure each iteration was strategic and intentional and each visual asset created was going to add value. I relied on rapid prototyping in Figma, ensuring an efficient transition from concept to implementation. To streamline the process, I developed the site using ReactJS’s Next.js framework.
The previous experience
The improved experience
Before initiating the design process, I liaised with the CEO and CPO to understand the necessities of the new design. This involved assessing the existing website's limitations and identifying aspects that were no longer needed. By aligning with the company's strategic goals, I ensured that the redesign would reflect Facere AI’s evolving mission and value proposition.
An initial site map was created to map out the desired website structure, ensuring that the navigation and information hierarchy aligned with both business objectives and user needs.
“To avoid unnecessary iteration later down the line, I needed to define the basic structure of the website early on.”
Mid-Fidelity: Laying the Groundwork
I developed wireframes in grayscale, establishing the layout, page flow, and structural elements of the site. This stage was essential in communicating an initial vision of the website’s structure while ensuring stakeholders could provide early feedback before moving into high-fidelity design.
“Moving into high fidelity, I focused on enhancing engagement and storytelling through multimedia elements.”
High-Fidelity: Refining Visual and Interactive Elements
Key refinements from the wireframe included:
Problem Area Section: I incorporated video media to better explain the product’s offerings and how it solves key challenges. These videos were animated using Adobe After Effects with AI text-to-speech narration to clearly communicate product value.
Why Facere Section: This section was enhanced with the use of a product comparison table to more effectively convey numeric statistics, illustrating the tangible impact of Facere AI’s product. Summarising key differentiators in an intuitive and engaging format.
At this stage, I reviewed the prototype with my manager and key stakeholders, gathering feedback for further refinement.
“I refined the design for clarity, conciseness, and visual appeal.”
High-Fidelity Iteration 2: The Final Push
Key updates from the first high-fidelity mockup:
Condensed the About Us and Team Sections: To streamline content and enhance readability, these sections were combined into a single page, focusing only on essential information.
Added a Testimonials Section: This helped showcase the product’s value through real user experiences.
Aesthetic Refinements: Based on stakeholder input, I implemented a lighter, more minimalistic landing page that better aligned with Facere AI’s brand identity. A lighter font weight was also utilised across the website.
“By refining and improving the mockup based on iterative feedback, it was now time to deliver this to our customers.”
Development and Deployment
Once the design was finalised, I transitioned into development using ReactJS and Next.js, ensuring that the website was fully responsive and performant. The site was deployed within the planned timeframe, successfully delivering a modern, streamlined, and engaging online presence for Facere AI.
This project demonstrated my ability to work efficiently under time constraints while maintaining high design standards. Through an iterative, user-centered approach, I successfully transformed the company’s digital experience in just one week, ensuring alignment with both business and user needs.
Low-Fidelity Sitemapping
“Before diving into visual design, I needed to establish a clear and logical website architecture.”
I contributed to the branding and visual identity of Facere Australia.
Brand and Visual Identity
The objective for the Facere logo was to encapsulate simplicity, professionalism, and sleekness while embedding a deeper meaning within its abstract iconography. The design process of this logo was a collaborative and iterative journey. We engaged with Facere’s stakeholders to refine a concept that would not only resonate with their identity but also serve as the cornerstone of their brand visibility.
This logo stands as a beacon for Facere, signalling a brand that is rooted in tradition yet strides forward with innovative solutions.
Design System
To ensure Facere AI’s interface remains professional, intuitive, and visually engaging, I developed a comprehensive design system that streamlines UI consistency across all digital assets. By standardising typography, colour schemes, and UI components, I established a scalable framework that enhances usability while reinforcing Facere AI’s professional and innovative brand identity. This system enabled seamless collaboration between design and development teams, ensuring a unified experience across all touchpoints.
Below are some of the core components integrated into both product and branding content:
Facere, derived from the Latin verb meaning "to do, make, or handle," is dedicated to alleviating the administrative burdens faced by professionals in the healthcare sector. The company’s mission is to leverage AI-driven automation to streamline workflows, enabling healthcare providers to focus on patient care instead of manual administrative tasks.
Marketing product bringing in clients for the business
Content and Print Design
Through a series of flyers and print materials, I have conveyed complex technological tools into accessible and compelling narratives. The use of bold colours, clear typography, and thematic imagery in our designs follows the branding guidelines and aligns with the FACERE brand's vision of clarity and efficiency in healthcare technology. By employing strategic design principles, these materials have not only elevated Facere Technology’s brand identity but have also played a pivotal role in increasing their market reach and customer engagement.
Conveying who we are to the public
Social Media Content Design
Crafting visually engaging content to highlight the transformative impact of Facere Technology on healthcare workflows. Utilising a blend of dynamic imagery and succinct typography in Figma, I developed a series of compelling social media graphics designed to resonate with members of healthcare teams. These designs contributed to an increase in engagement and significantly boosted inquiries into Facere’s solutions, demonstrating the power of targeted visual communication.
Key Learnings
Reflections
Working at a health tech startup, I have shown initiative in managing all aspects of design. Each day is a mix of creativity and tech, often challenging but always rewarding. Meshing my design ideas with our engineering team’s technical skills to create tools that simplify complex workflows has truly tested my problem-solving skills. This experience enabled me to utilise my front-end development skills, getting hands-on with frameworks such as ReactJS has given me a new appreciation for what is tangible in interface design. It's one thing to design something beautiful, but another to build it into a functioning reality online.
On the visual side, I’ve enjoyed bringing our company’s story to life through graphics and designs using tools like Adobe Creative Suite and Procreate. It’s more than just making something look good—it’s about making it resonate with the people who see it.
Through it all, I’ve learned the power of combining empathy with practicality, telling a story through every design, and always keeping the user’s journey at heart. Each challenge has pushed me to grow, and I’ve discovered how every detail in design is a chance to make someone’s life a little bit easier.