CLIENT
2Sigma School (EdTech Startup)
Parrish & Associates

ROLE
UX Strategist & Brand Consultant
(UX Strategy, Content Narrative, Visual Design, Brand Champion)

THE CHALLENGE
2Sigma School, an early-stage EdTech startup, needed to redefine its brand identity and improve its web presence to reflect its mission, attract students and partners, and support long-term growth. The goal was to move beyond a basic, founder-built site and toward a thoughtful digital experience that reflected quality, trust, and innovation.

THE SOLUTION
I led the effort from UX strategy to narrative development to design execution, focusing on brand-building across every touchpoint. This included:

• A site audit and competitive landscape analysis
• Crafting a compelling content strategy and messaging framework
• Establishing visual tone through photography exploration, layout hierarchy, and typography
• Designing high-fidelity wireframes and mobile adaptations to align with a component-based development plan

Throughout the process, I served as a brand advocate, ensuring decisions reinforced 2Sigma’s value to learners, educators, and investors alike.

THE OUTCOME (WIP)

• Created a unified UX and content strategy that ladders up to business goals
• Aligned internal teams around a refined tone of voice and design direction
• Work in progress to build and launch the final web experience
• Established early creative foundations for broader marketing and product design