Role: Lead Product Designer (Brand, UX & Web) · AllMed Underwriting · 2024 Designed the complete digital product experience for a healthcare insurance underwriter entering market. Entering a crowded healthcare insurance market from zero, AllMed had no identity, no website, no design language. The strategic challenge was precise: existing brands either leaned into clinical coldness or overcorrected into approachable softness. Neither built the credibility that healthcare providers actually need before they'll engage. As sole designer over four months, I owned everything from competitive research and brand strategy through UX architecture, visual identity, and full Figma specification for developer handoff. The tension of clinical vs overly approachable became the base design brief and filtered every decision from there, a restrained visual system that communicated confidence without coldness, an IA front-loaded with credibility signals before any conversion ask, and screens designed to hold up in a sales meeting as much as a browser. The site launched with a brand coherent enough to open enterprise conversations from day one, built from nothing, in a regulated space, with a minimal brief.