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Not every redesign problem is a “design” problem.
For Obsessive Smiles, the real challenge was trust perception.
The clinic already delivered high-end cosmetic dentistry.
But the digital experience wasn’t communicating the same level of confidence, clarity, and premium positioning.
So instead of just making the website “look nicer”, we rebuilt the experience around:
patient trust
emotional reassurance
consultation conversion
mobile-first UX
premium perception
and structured decision psychology
The result:
a cleaner, more confident digital experience designed to reduce hesitation before booking.
This case study breaks down how we approached:
• luxury healthcare positioning
• conversion-focused UX
• trust architecture
• mobile behavior optimization
• and premium service storytelling
#UXDesign #CRO #WebDesign #HealthcareUX #ShopifyDesign #ConversionDesign #DentalMarketing #UIUX #CaseStudy #UXphoria
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The network for creativity
Join 1.25M professional creatives like you
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Title
Brand DNA Engine — ÆTHER
A workflow-native creative direction system for building coherent luxury brand ecosystems with AI.
Brand DNA Engine is an AI-native creative direction system built entirely in Melius that transforms vague startup ideas into coherent, launch-ready luxury brand ecosystems.
Using connected AI workflows and multiple node types, the system analyzes positioning, emotional tone, visual language, and audience intent before generating unified identity systems, UI concepts, campaign visuals, messaging systems, and cinematic brand outputs.
The workflow emphasizes collaborative refinement between human creative direction and AI orchestration, allowing the entire ecosystem to evolve coherently through iterative feedback loops.
For this project, I created ÆTHER, a fictional luxury AI wellness intelligence brand designed for high-performing creatives.
Process Overview
Creative Briefing Inputs
I began by creating structured input nodes for the startup concept, audience, emotional tone, and visual direction of the fictional brand ÆTHER.
AI Analysis Layer
Using Melius AI agents, I created workflow nodes that analyzed:
emotional positioning
visual language
luxury references
campaign tone
typography direction
architectural/editorial aesthetics
Brand DNA Synthesis
The workflow then synthesized these analyses into a central “Brand DNA” system that acted as the creative intelligence layer for all downstream outputs.
Parallel Creative Generation
From the Brand DNA system, the workflow branched into multiple generation systems:
Identity System
UI System
Campaign System
Messaging System
Refinement Loops
The most important stage was collaborative refinement. I introduced creative direction shifts such as:
“Push the system toward brutalist editorial luxury.”
The workflow then evolved the entire ecosystem coherently across campaigns, UI, typography, messaging, and visual tone.
Final Outputs
The final workflow generated cinematic launch posters, editorial campaigns, luxury landing page concepts, and a final “Brand Universe” visual, all designed to feel part of the same cohesive creative world.
Building with Melius
What stood out most while building this project was how naturally Melius supports workflow-native creative thinking instead of isolated prompting.
The visual canvas made it possible to structure creative direction as a connected system rather than generating disconnected outputs. The ability to branch workflows, connect reasoning layers, and iterate through refinement loops made the experience feel much closer to a real creative agency process.
The strongest part of the platform for me was the ability to visually orchestrate AI collaboration. Instead of a single prompt leading to a final result, the workflow became a living creative system where positioning, visual language, campaigns, UI, and messaging could evolve together coherently.
I also found the visual nature of the workflow particularly useful for storytelling and presentation. Seeing the progression from briefing > analysis > synthesis > refinement made the creative process feel much more transparent and intentional.
love how sleek this feels!
We've worked on the product redesign for KOPILOT.ID, a medical emergency assistant for outdoor enthusiasts.
The product combines a thumbnail-sized NFC tag with an AI system that instantly shares and voices critical medical data in any language when tapped by a smartphone.
What we actualy did here:
- focused on clarifying the product story,
- designed trustworthy UX for high-stress scenarios,
- refined onboarding for medical data input,
- shaped a clear, safety-first visual identity that communicates reliability, speed, and global accessibility.
Built a small tool with Claude Code for designers and devs who are tired of fighting with font-feature-settings in CSS.
Font Freezer lets you bake OpenType features (tabular numbers, small caps, ligatures) and variable font axes directly into the font file itself — so the font just works everywhere, no CSS required at render time.
Useful when email clients, After Effects, or native mobile apps ignore your CSS entirely.
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