Simplifying Complex AI for Regulated Teams
Ketryx, a software platform that helps life sciences and biotech companies manage compliance, had successfully launched with Wizardly’s help in their initial phase. But as their platform evolved and grew, so did their needs — and when they returned for a second engagement, they were ready to address several key areas for improvement.
The original brand had served them well in their early days, but as their platform matured, several areas needed refinement. The color palette was competing for attention rather than supporting their message, and they wanted to begin incorporating AI into their messaging and visuals as the platform evolved. They also needed a design system that their marketing and product teams could use moving forward — a brand refresh that would better reflect their platform and growing position in the market.
Working as part of the Wizardly team, I collaborated closely with both the Creative Director and Ketryx’s marketing and product teams to develop a refresh strategy focused on simplification and clarity.
Brand refinement
Working with Wizardly’s Creative Director, we refined their existing brand based on feedback from the Ketryx team about certain colors they wanted to move away from. Rather than completely overhauling their established brand, we softened the color palette and emphasized some colors over others. During the project, we also assigned colors to their new AI agents. This approach kept their brand recognizable while giving it a more polished feel.
Website animation
Working collaboratively with the Ketryx and Wizardly teams, I created a few animation projects throughout the site. A key example was the hero section animation, where I designed and animated an interface demonstration showing how users could interact with Ketryx Agents and navigate their compliance workflow. The animation balanced clear communication with strong visual design that aligned with the refreshed brand. This was my first major animation project and my first time using Jitter to build it.
Website restructure & user experience
Rather than jumping straight into visual updates, we first focused on restructuring the home, agents, demo, and careers pages. We mapped out user flows, identified the story Ketryx wanted to tell, and determined which flow would best communicate their value proposition. A critical part of this work involved positioning their AI functionality throughout the experience to demonstrate how AI enhances the compliance workflow.
Design system
As Ketryx’s team grew and their needs expanded beyond the website to include print and digital marketing materials, we realized they needed a more robust design system. I was tasked with setting up a comprehensive design system in Figma that would provide guidance and clarity for their growing team. The system houses typical brand elements like colors and typography, but also includes a large library of illustrations, explanations behind the dedicated agents page and color system, and much more to ensure consistency across all platforms.
The refreshed brand and website successfully positioned Ketryx as a mature, confident leader in compliance automation. The simplified visual approach allowed their platform’s sophisticated capabilities to take center stage, while the restructured user experience made their AI integration feel natural and essential rather than supplementary.
Since the refresh launched, Ketryx has secured additional funding and significantly expanded their platform’s reach — validation that the brand now effectively supports their growth trajectory. The success of this engagement led to an ongoing partnership where I now lead all design work across web, print, and motion, manage design requests, and mentor another designer on their team while ensuring brand consistency across all touchpoints.