Dorothy is a subscription-based design studio built on a simple idea: creativity should feel deeply human, yet move at the speed of AI. I led the full brand and digital experience — from strategy and narrative to web and product design — shaping a bold, modern system that conveys clarity and delivers efficiency throughout the journey.

Startups needed clarity. Agencies needed consistency. Both needed speed. Our challenge was to design a digital ecosystem — not just a website — capable of 7articulating Dorothy’s unique value instantly while supporting an end-to-end workflow for discovery, conversion and production.

We built a human-tech narrative rooted in the idea of a “magical assistant” — intelligent, approachable and crafted with intention. This personality shaped every layer: the visual identity, the tone of voice, the IA, the content logic and the UX flows. Bold colour, expressive type and a modern modular system became the backbone of the Dorothy experience.

We explored multiple homepage directions and tested structures with real users to refine clarity, hierarchy and rhythm. The final design balances expressiveness with usability — a sequence of modular narrative blocks, editorial spacing and card-based components that carry the brand’s story from top to bottom.

A clear services navigator helps users understand Dorothy’s capabilities in seconds. The structure delivers speed and clarity — essential for founders evaluating creative partners

A clear services navigator helps users understand Dorothy’s capabilities in seconds. The structure delivers speed and clarity — essential for founders evaluating creative partners.

Built from ICP research, the pricing adapts to startup and agency needs with a structure based on volume, complexity and speed. Clear, transparent and easy to compare.

A bold, coherent and scalable digital ecosystem that strengthens Dorothy’s positioning, improves clarity and supports both growth and production from day one.