Stephanie Carlson

Grovepath Technologies Inc.

Modernizing Software Development

Grovepath Technologies is a consulting firm that partners with enterprises to modernize and transform their approach to custom software development through innovative architecture, engineering, and automation strategies. I was brought on to lead a full brand overhaul, which included redesigning the company logo, establishing a modern color palette and typography system, and creating a refreshed, cohesive visual identity. I also redesigned the company website to align with the new brand and collaborated with a developer to bring the high-fidelity Figma mockups to life in a fully functional digital experience.

My Role: Product Designer, Brand Designer, UX Designer

Members: 0

Time: 6 months

Tools Used: Figma, Adobe Illustrator, VS Code, GitHub

Problem

Grovepath's branding and website felt outdated and didn't reflect their innovative approach to software development, making it harder to connect with clients and stand out in the industry.

Solution

I led a full brand refresh—updating the logo, colors, and website design—and worked with a developer to bring the new look to life, creating a modern, cohesive identity that better represents who Grovepath is today.

Design Process

Research & Discovery

At the beginning of the project, I made it a priority to improve my understanding of the issues plaguing our end-users. During discovery, our two goals were to truly empathize with our end-users while also challenge industry assumptions. To accomplish this, I took advantage of these research techniques:

Heuristic Analysis & Redlining Annotations

Competitive Analysis

Personas

Process Flows

During the heuristic evaluation and Redline Annotations exercise, I uncovered pain points in the navigation, layout, and visual hierarchy that hindered user understanding. In the images above, you can see some of the areas that I marked for improvement.

I used the insights from the evaluation and annotations to inform a cohesive visual language—including type, color, spacing, and UI patterns—that can scale across all Grovepath brand touchpoints. This creates a foundation for a refreshed brand identity that's both professional and user-friendly.

Ideate

Word Association & Brand Association

I conducted a word association and brand attribute mapping exercise to better understand the personality Grovepath's refreshed brand should convey. This process helped distill keywords such as “innovative,” “agile,” “trustworthy,” and “intelligent,” which aligned closely with Grovepath's mission to modernize software development. These insights laid the foundation for design decisions, ensuring that the visual identity would resonate with both the company's values and its target audience.

Sketching

After aligning on key brand traits and gathering input from the stakeholder, I began the sketching phase to explore visual representations of the new identity. This step allowed me to quickly iterate on logo concepts, typography arrangements, and layout ideas in a low-fidelity format. Sketching helped translate abstract ideas into tangible direction, serving as a bridge between strategic thinking and visual execution.

Brand Design

Hi-Fi Desktop Prototype Pages

Final Thoughts

Working on the Grovepath brand refresh challenged me to balance strategic thinking with creative execution. It pushed me to refine my approach to visual storytelling—ensuring that every design decision was intentional and aligned with the brand's purpose. This project strengthened my ability to listen closely to stakeholder input, translate abstract concepts into cohesive visuals, and deliver a polished system that felt modern, trustworthy, and uniquely Grovepath.