internal government team
Clarifying a government tool with a new brand and UX
The platform was useful—but misunderstood. Its name was an awkward acronym. Many users thought it was just one of several tools, not the hub that connected them. Help was hard to find, the login process was clunky, and overall, the brand lacked clarity and cohesion.
The team needed a new name, a clearer identity, and a better user experience—especially around support.
My approach
I partnered with the internal team to lead naming workshops, brand strategy sessions, and UX discovery.
Here’s what we did:
- Renamed the platform “Maestro” to reflect orchestration, clarity, and ease of use
- Designed a modern logo using overlapping circles to show integration and unity
- Gathered user feedback to pinpoint friction in onboarding and support
- Redesigned the Help Center to streamline access to answers and request tracking
- Simplified the login and homepage experience to reduce confusion and clicks
The result? A platform that finally reflected the value it delivered.
The outcome
More Users
Increased join requests from 1–2 to 12+ per week
New Name
Delivered a name and identity users quickly understood
Better UX
Improved login and homepage for easier access
Saved Time
Reduced support tickets across access and navigation
Why it matters
When your product is misunderstood or underused, branding and UX aren’t just surface issues—they’re business-critical. I help teams like this one bring their tools into alignment with what users actually need.
Clearer brand. Better experience. Less noise.
Start Your Journey
Let’s make something excellent together.
I’m available for projects, partnerships, and ongoing support. Tell me what you need, and we’ll figure out the smartest path forward.
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