Isa Embretsen Portfolio

Neoleaf

Website Redesign & Brand Identity

Internship: October 2024 – March 2025
Role: UX Designer
Tools: Figma, Miro, Affinity Mapping, SWOT Analysis
Delivery: Website redesign + visual identity

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The mission

Neoleaf is a Swedish tech consultancy company specializing in cloud services and backend development. During my UX internship, I was responsible for redesigning their website and creating a brand identity that would better reflect the company’s values and offering.

The main goal was to design a user-friendly, modern website that clearly communicates Neoleaf’s services to its target audience.

Research & discovery

I started the project with a benchmarking analysis of competitors and similar tech companies. The goal was to explore industry standards, common structures, and design trends.

I then facilitated a creative workshop with the entire Neoleaf team. Together, we explored:

  • Affinity mapping

  • SWOT analysis

  • Brand word associations

The workshop helped uncover insights about the current site, desired future identity, and what the team wanted users to experience when visiting the site.

Wireframing & visual directions

Next, I created low- and mid-fidelity wireframes along with visual concepts in Figma. I presented different options exploring variations in:

  • Color palette (muted vs vibrant)

  • Typography (serif vs sans-serif)

  • Layout style (modular blocks, hero sections, image overlays)

  • UI elements (rounded vs sharp corners)

The team voted on their favorites, and I combined the most appreciated elements into one final direction. The result was a balance between playfulness and professionalism.

Design iteration & feedback

The final design was refined through several rounds of iteration, focusing on layout hierarchy, color balance, and user flow. Throughout the process, I gathered feedback and made adjustments to align the visuals with both the brand and development constraints.

Reflections

This project gave me hands-on experience in delivering a UX project from start to finish — from user research and workshops to visual design and developer handoff.


💬 “Working in iterative loops and regularly involving the team in decision-making helped shape a design that felt truly collaborative, despite UX not being a core part of the company’s focus.”

Moodboard

Kontakt

If you are interested in getting in touch with me for collaborations regarding internships, discussions or anything else please write in the contact field.
Or you can reach me by email at isa.embretsen@gmail.com

To keep you updated with my work and activities, in addition to this website, you can also follow me on LinkedIn.
Looking forward to hearing from you and exploring opportunities for collaboration and joint development!

 
 
 
 

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