Branding + Design + UI/UX + Illustration

New York Ave

I played a key role in rebranding New York Ave, helping shift the company’s tone to appeal to a more mature, high-end clientele. From the earliest planning phases—wireframing and storyboarding—to the final mockups, asset creation, and custom illustrations, I led the UI/UX design process for the website.

The primary objective was to create a sleek, minimal interface that not only communicated the brand's sophistication but also guided users intuitively through the site. Every design choice was made with user experience in mind. Drawing inspiration from modern app interfaces, we adopted interaction patterns and navigation flows that users are already familiar with—enhancing ease of use while giving the site a modern, polished feel.

The new brand identity is built on a restrained, neutral color palette, using bold accents of blue only for moments of action—calls to action, clickable elements, or moments where user interaction is needed. This careful use of color, combined with a minimal and consistent typographic system, keeps the interface clean and focused, making the user journey feel seamless and intentional.

To help users quickly understand New York Ave’s range of services, I developed a set of custom illustrations that visually represent each offering—graphic design, email marketing, social media management, analytical consulting, and videography. These visuals serve a dual purpose: they simplify complex services at a glance and add a layer of personality and approachability to the brand.

Together, these elements create a digital experience that feels refined, intelligent, and user-centric—perfectly aligned with New York Ave’s vision for the future.

As a creative agency, you have to have creative branding, and I helped in doing just that. Below are cut paper ‘illustrations’ I did for a campaign New York Ave put together to promote and advertise themselves. From creating the wireframe illustration, meticulously cutting and gluing each person and element together, to composing the layouts and photographing each composition, I was in charge of the project and it’s vision from start to finish.

Below a few of the team illustrations is the wire-framed objects that make up the different aspects of New York Ave, whether it be cultural, service based or clientele, on the left with the concept of each object constructed piece by piece on the right.