Modernize Home Services

Modernize had a visual identity that no longer reflected where the business was headed or how it needed to compete. I led the full rebrand across brand, web, UX/UI, and product, replacing a fragmented system with a cohesive, scalable creative foundation. Alongside the rebrand, I built the team, workflows, and AI-enabled operations required to triple output and deliver results that moved the business.

Scope
Brand, Web, UX/UI, Product, CRO, Creative Operations

Role
Creative Director

The Transformation

Modernize had outgrown its brand. The existing visual identity was inconsistent across channels, misaligned with the company's positioning, and lacked the system-level thinking needed to scale across a growing product suite.

Creative was operating without shared standards, slowing down execution and creating friction across teams. I came in to rebuild it from the ground up, starting with the brand, extending into product and web, and building the operational infrastructure to sustain it.

Old Modernize Website
New Modernize Brand 2024

Brand System
& Foundation

The rebrand wasn't a visual refresh. It was a strategic rebuild designed to position Modernize competitively and scale across every product and channel.

I replaced the outdated identity with a flexible brand framework, new typography, color system, layout principles, and a component library that became the shared language across the organization. The system was built to work across three distinct products, developed in close partnership with the dev, product, brand, and SEO content teams so it could be adopted and applied without breaking down at the edges.

The goal was a brand that was easier to use, easier to maintain, and built for where the business was going, not where it had been.

The rebrand delivered a 63.3% lift in conversions, generating over $409K in revenue and surpassing the annual target.

  • Rebuilt visual identity to reposition Modernize competitively against industry competitors

  • Defined typography, color system, layout principles, and component library

  • Scaled design system across 3 products in partnership with dev, product, brand, and SEO content teams

  • Created shared standards that enabled teams to apply the brand independently

Modernize Design System
Modernize Mission

Team Building & Creative Leadership

Before the work could scale, the team had to exist. I built the Modernize design team from the ground up, hiring every role, defining how the team was structured, and establishing the operational culture that made the work possible.

When I arrived, design was a function of one or two people. I changed that. I recruited and hired a full creative team, then built everything around them: the documentation, the processes, the meeting rhythms, the design review structure, and the collaboration frameworks that connected design to product, dev, brand, and SEO content. None of it existed before I created it.

The result was a team that had organizational presence for the first time. Design became a visible, respected function inside the business, not a support service sitting at the edges, but a creative force with standards, structure, and a seat at the table.

  • Established all team documentation, processes, and operational standards from the ground up

  • Created meeting rhythms, design review structures, and cross-functional collaboration frameworks

  • Elevated design from a one-or-two person function to a structured, visible team within the organization

  • Partnered with product, dev, brand, and SEO content teams to integrate design into the core of the business

  • Gave the design function organizational standing it had not previously had

Figma Collaboration
CreativeProcess
team mates

Web, UX/UI & Conversion Optimization

With the brand foundation in place, the focus shifted to performance.

I led UX/UI direction across Modernize's web and white-label product experiences, co-leading CRO strategy alongside the product team to ensure design decisions were grounded in conversion data and user behavior. We operated in a continuous cycle of testing and iteration, using performance insights to refine experiences across high-traffic touchpoints.

The results were concrete. A redesign of the bathroom cost calculator, previously suffering a conversion rate as low as 0.4%, increased conversions by 150% and drove a 26% revenue increase. Rolling that improved experience out to the HVAC calculator produced an additional 32% revenue increase. Across the engagement, I directed over 50 pages and templates, led user testing initiatives, and helped scale learnings across products and partner implementations.

  • Led UX execution for CRO testing initiatives in partnership with product stakeholders and experimentation teams

  • Led UX/UI direction across web and white-label product experiences

  • Directed bathroom cost calculator redesign, lifting conversions 150% and driving 26% revenue increase

  • Directed improved experience to HVAC calculator, producing an additional 32% revenue increase

  • Directed 50+ pages and templates across the product ecosystem

  • Led user testing initiatives to validate and refine design decisions

Modernize Design
User Testing Results
Bathroom Cost Calculator

Creative Operations & AI-Enabled Workflows

To support both scale and speed, I built the creative operating system behind the work.

I implemented Asana as the team's project management backbone, then integrated Claude to automate workflow processes, from project intake and brief generation to status tracking and stakeholder communications. What had previously required manual coordination across tools and people became a streamlined, repeatable system.

I also introduced Midjourney to the Modernize creative team, becoming the first to bring it into the broader QStreet organization. It became a core part of the ideation and concepting process, allowing the team to explore visual directions faster and bring stronger, more developed ideas into creative reviews.

The impact was immediate. The team went from completing 5 projects per week to 15, tripling output without adding headcount. AI didn't replace the creative work. It cleared the operational weight off the team so they could focus on it.

I also introduced Canva for scalable, brand-safe asset creation across non-design stakeholders, and established review gates and QA standards that kept quality consistent even as volume increased.

  • Implemented Asana as the team's project management backbone

  • Integrated Claude to automate intake, brief generation, status tracking, and stakeholder communications

  • Introduced Midjourney to Modernize and the broader QStreet organization, the first to do so company-wide

  • Used Midjourney to accelerate concepting and bring stronger visual ideas into creative reviews faster

  • Tripled team output from 5 to 15 projects per week

  • Introduced Canva for scalable, brand-safe asset creation across non-design stakeholders

  • Established review gates and QA standards to maintain quality at volume

Claude Skills
Asana Creative Workflow
Canva Skills

Impact

The work at Modernize wasn't just about a better-looking brand. It was about building a system that performed.

  • 63.3% lift in conversions from the rebrand, surpassing the annual revenue target and generating over $409K.

  • 150% conversion increase on the bathroom cost calculator, with a 26% revenue lift. A 32% additional revenue increase after rolling the same approach to the HVAC calculator.

  • 3x output increase, from 5 to 15 projects per week, through AI-enabled workflows and operational restructuring.

  • Design system scaled across 3 products, built in partnership with dev, product, brand, and SEO content teams, creating a shared creative foundation across the organization.

  • A brand that could finally compete, and a team built to keep it that way.