Brand Identity · Web Design · Conversion UX · Newport Beach, CA
Boutique design studio helping established service businesses replace outdated websites with premium digital experiences.
Role: Founder & Principal Designer | Live: ostovolabs.ai
Brand Direction & Visual Identity
Designed Ostovo Labs' complete brand system and website — editorial typography, premium dark aesthetic, and a
conversion-focused layout guiding service businesses toward booking. Built to position the studio as a high-end alternative
to template websites.
Custom-designed. Never templated.
Process & Studio Philosophy
Designed a clear, confidence-building process presentation —
Considered. Crafted. Calmly executed. Every step communicates
professionalism and sets client expectations before the first
conversation.
Service Architecture
Structured core services into a clear digital transformation framework — helping prospective clients immediately understand what they need and why. Reduced friction between interest and booking.
Client Work
Designed premium web experiences for established service businesses — architecture, hospitality, and professional
practices. Each project focused on visual credibility, clear hierarchy, and conversion.
Automotive Digital Product · UX/UI · Design Systems
Led end-to-end UX/UI for Kia's vehicle Features & Functions Guide platform — transforming static documentation into a scalable interactive digital experience.
Role: Lead Product Designer | Live: kiaffg.com
Product Experience
Redesigned Kia's vehicle guide from static documentation into a mobile-first interactive platform. Led UX from concept through delivery — simplifying navigation, unifying visual design, and optimizing layouts for responsive mobile consumption.
Outcome: Clearer information hierarchy, stronger brand consistency, and improved usability across desktop and mobile.
Information Architecture
Developed a complete site map spanning 100+ screens structured from Kia's Features & Functions Guide content model. Organized
complex vehicle documentation around user mental models — by feature category rather than vehicle system — reducing search time and cognitive load.
Design System & Prototype
Architected a scalable Figma design system with Auto Layout, reusable components, and shared variables — enabling consistent UI delivery across engineering and brand teams. Built clickable prototypes showcasing responsive user flows and screen interactions for stakeholder review.
Prototype
Developed a clickable prototype in Figma showcasing responsive user flows and screen interactions.
TinaCMS Platform
Built and maintained a TinaCMS-driven content platform transforming static vehicle documentation into a structured, interactive digital experience. Designed modular content blocks allowing content teams to update vehicle information across new model releases without design rework.
View live: kiaffg.com/2026/sportagehev
Live Product
Shipped across multiple Kia model lines — view the live experience at kiaffg.com/2026/sportagehev
Medical device UX for Alcon's ophthalmic surgical console — redesigning icons, procedure workflows, and color systems for use in live eye surgery environments.
Surgical console displaying real-time procedure data: vacuum, aspiration, IOP, and BSS levels. Designed for at-a-glance legibility under OR conditions.
Console Icon Redesign. Standardized icon colors for visual consistency, refined affordances for intuitive interaction, and introduced new icons for linked devices and light accessories.
Procedure step navigation (Sculpt → Quad → Epi → Cortex → Polish) with refined icon treatment for the active surgical workflow sequence.
Procedure Icon Redesign. Enhanced depth and shadows for realism, increased color contrast for visibility, and higher detail for clarity during surgery.
NGSS Information Systems. UX design for integrated workflow screens — patient and doctor search, device setup, and procedure management dialogs.
Color System Update. Shifted from grey-dominant palette to blue accents for a fresher visual identity — shown applied to the full Alcon NGSS surgical console hardware.
Brand systems and creative direction for Baldwin Hardware and Pfister — product identity, digital experience, and retail environments across two major consumer brands within Spectrum Brands.
Baldwin Evolved product launch. Brand identity, logo, print and digital campaign for Baldwin's smart lock line — spanning magazine ads, web, and mobile.
Kwikset Kevo logo and identity system for Bluetooth smart lock product line. Direction and design.
Baldwin website slider images. Photography direction and design for homepage lifestyle and product feature banners.
Baldwin showroom concept displays. Direction and design for retail environments — product display systems, interactive kiosks, and in-store brand experience.
Baldwin print advertising. Direction and design for lifestyle campaign running in luxury shelter and design publications.