Selected work — problem, strategy, results.
All projectsWas hired to improve a single page. Website audit uncovered a broken booking flow and low-converting structure, which lead to a complete multi-page redesign. Result: 3.5× more active users and 5× more completed checkouts year over year.
Live
Built the visual identity for this MVP project from scratch, designed 3D product renders, and created a responsive website in Figma Sites, used for investor presentations.
Pitched
Rebuilt an inconsistent Instagram into a system with fixed text rules and a consistent AI oil-painting style, an email design system in Figma, and the app landing page built solo in Wix.
AI-driven
A recruitment agency starting from zero. I developed the content strategy, designed the website, and built a CMS-powered Webflow website with file-upload applications.
Live
Whatever the deliverable, the thinking comes first.
What it’s like to work together
Websites and landing pages first, but the brand, social and deck work sits here too. Most projects belong under more than one tab.
The brief was one section. Reading the site, the real problem was everything around it: huge blocks of white text on bright pink, no visual hierarchy, and a booking flow that most visitors abandoned. There was almost no usable photography either — a handful of low-quality assets.
I wrote up what I would change and why, and pitched a full redesign of the homepage first, then the rest of the site. That's what we ended up doing.
Designed in Figma with adaptive desktop, tablet and mobile, then built with a developer I'd worked with before and managed through the whole implementation.
Google Analytics, same month year on year, with no paid campaigns running in either period.
What this project proved is that seeing the real problem pays off: a client came in asking for one section fixed, and pitching the full redesign instead turned into the strongest results on my portfolio — active users up roughly 3.5× and completed checkouts up roughly 5× year over year, with no other marketing running in that window. Beyond the site itself, that same visual system carried through to print brochures, a blog template, and social graphics, so the whole brand felt like one coherent push, not just a redesigned homepage.
“I've had the pleasure of working with Valerie as my web developer for the past three to four months, and I can't say enough about her incredible skill and professionalism. From the start, she has been a complete rockstar in her work, bringing not only expertise but also a genuine commitment to excellence in every project. Valerie's technical skills are outstanding. She has consistently delivered high-quality, responsive designs that are not only visually stunning but also perform flawlessly across all platforms. Her ability to translate complex ideas into intuitive, user-friendly experiences is remarkable. Whether it's coding, design, or troubleshooting, Valerie has always gone above and beyond to ensure the final product is perfect. Her professionalism and reliability truly set her apart. Valerie communicates proactively, keeps me informed every step of the way, and meets every deadline, often finishing ahead of schedule. She's responsive to feedback, adapts effortlessly to changes, and always approaches challenges with a positive, solutions-oriented mindset. Working with Valerie has been a game-changer. If you're looking for a web developer who is talented, dedicated, and a joy to work with, I can't recommend her highly enough. Valerie is an exceptional professional, and I feel fortunate to have her on my team.”
Flamingo Bus Miami
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Seven years designing websites, landing pages and brand systems for startups, agencies and e-commerce. Research and structure through to build in Figma, Webflow, Wix, Shopify and Figma Sites. Coventry, UK — eligible to work in the UK.
- 100% Job Success Score and Top Rated Plus on Upwork — the top 10% of freelancers on the platform.
- Run projects end to end: discovery briefing, competitor and customer research, structure and funnel, brand identity, design system in Figma, then build in Wix, Shopify, Webflow or Figma Sites.
- Selected clients: Flamingo Bus Miami, MarGuru, Square Circle, Glovify, Mobile Apps City, Interstellar, Art Therapy.
- Rebuilt the Instagram visual system: fixed text placement rules, a consistent AI oil-painting style for holiday posts, refined typography and a more premium pastel palette. ~15 posts and stories a month with matching emails.
- Built the email design system in Figma — headers, footers, benefit blocks, buttons — so campaigns ship without redrawing components.
- Designed and built the companion app's marketing landing page solo in Wix, mobile responsive, from a brief with no existing content; ran the competitor research to define the benefits and structure.
- Produced AI product photography and short video ad creative with Midjourney, Flux and Grok as a lower-cost alternative to studio shoots; client reported strong ROI.
- Built the brand identity from scratch and applied it to a fully responsive marketing site in Figma Sites, live during the founder's investor pitching.
- Posed and rendered the client's 3D robot model for marketing and pitch imagery; created custom illustrations to make unfamiliar hardware approachable.
- Designed the investor pitch deck, plus a second website and deck for the founder's wildfire-prevention startup.
- Owned a full website rebuild end to end: client briefing, customer interviews, competitor and industry research, structure, prototyping, copy direction, brand identity and adaptive design.
- Managed the WordPress developer through build, replacing an underperforming developer mid-project without losing the timeline.
- Per the client, the new site became a core trust asset — prospects cited it when choosing the studio, helping land several large contracts and roughly doubling average deal size within six months of launch.
- Introduced Figma to the agency and built its first component system; it was adopted agency-wide and outlasted my time there.
- Designed email and social campaigns across 30+ client accounts, working directly with a copywriter and Klaviyo specialist.
- Designed continuous-feed Instagram campaigns for 20+ clients, including a multi-country lounge chain, working from photographer-supplied content under a hands-on creative director.