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I explore classism’s contribution to stigma, diagnostic bias, and treatment compliance in this new article.
ubeejohnson.medium.com
Classism, Stigma, & Weight
Classism, Stigma, & Weight Across much of sub-Saharan Africa, increased body fat signals abundance. A large stomok in Nigeria, for example, means you eat well, and that your family does not starve …
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Project:
A promo reel for a real client. A LinkedIn brand consultant who helps serious professionals show up online without the noise.
The Human by Design moment:
I built the loud version first. Big text, fast cuts, hype music. Exactly what a LinkedIn promo is expected to look like. It was competent work. Then I watched it back and deleted it.
Not because it was badly made. Because it was wrong for her. Her clients come to her to get away from that noise. A loud promo would have contradicted the thing she's known for.
AI could generate something polished. It couldn't know that polished was the wrong call for this particular client. I knew, because I built her website and I know her brand.
The decision that carries it:
Her brand has exactly one accent color. So in a 28-second reel, that color appears once, on a single word. Everything else stays calm. AI would have spread it everywhere for "visual interest." Using it once was the whole point.
Envato as the toolkit:
Stock video, music, fonts, and AI-generated textures. All from Envato. Four asset categories in one deliverable.
Real client:
Not a spec project. She's an active consultant, I built her website, and she reviewed and approved this reel.
Social links: https://www.instagram.com/reel/Da5GRSnTkj9/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Good job. Wish you all the best.
What the data was actually telling us.
Rebuilt a huge Webflow site for ICTIM, Ireland's only accredited clinical training institution in herbal medicine. Before we touched design, I sat with the GA4 data. 685 monthly visitors, and a week one retention rate of 0.3 percent. Almost nobody who landed on the site ever came back.
The old copy was generic, the kind of "holistic, natural, wellness" language that could describe any herbal course anywhere. Meanwhile the founders had doctorates, published research, and a university lectureship that never showed up on the page at all. We cut the enquiry form from nine fields to four and rewrote the copy for a healthcare professional, not a wellness browser.
The lesson. A high bounce rate is rarely a design problem first. It's usually a trust problem, and the fix starts with what the page says, not what it looks like.
This is an example of a detailed, sales-oriented carousel post for @doctor.veg instagram channel, an Italian holistic nutritionist focused on the gut-brain connection.
I used Canva for this project, as well as AI tools such as Freepik and Gemini to generate videos and images, and I optimized the copy to make it more compelling and in resonance with his audience.
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