ROLE: Product Design Director (Contract 2017-2018)

I led and mentored a diverse digital experience team comprising designers, writers, researchers, solutions consultants, and engineers, alongside collaborating with external vendors such as social media consultants, photographers, videographers, editors, marketing specialists, and stylists. Concurrently, I spearheaded prominent branding and design initiatives while actively contributing to business restructuring strategy.

THe Challenge

In the face of rapid growth, RA MA found itself navigating the challenges of disorganized backend systems, a lack of cohesive branding, and ad-hoc design collateral without a unified vision. Recognizing the potential pitfalls this disarray could pose to the company's trajectory, a comprehensive initiative was undertaken to streamline operations, establish a coherent brand identity, and prepare for the launch of a new clothing product line and Software as a Service (SaaS) offering ‘Women’s Leadership Training.’

The Approach

• Assessment and Planning an Organizational Restructuring - Initially, our focus was on evaluating and restructuring backend systems to enhance efficiency and scalability. At the same time, we gathered all design materials, concepts, and deliverables. Through purposeful Design Thinking sessions, we systematically organized and synthesized these elements, shaping an exciting new branding perspective and message.

• Brand Identity Enhancement - After researching the current industry landscape, we developed a clear and cohesive brand strategy to align with the company's values and market positioning. Deliverables included a set of brand/design guidelines for consistent application across all touchpoints.

• Design Team Formation - From there, I assembled and managed a dynamic design team with expertise in interaction design (UX and UI), graphic designers for printed collateral, writers and brand development consultants.

• Product Line Launch + Educational Modules - While laying the groundwork with the aforementioned steps, I had to juggle two additional pivotal priorities. First, overseeing the development and successful launch of a new product line, notably featured in Vogue Italia. Second, collaborating with subject matter experts (SMEs) to curate content for their Women’s Leadership Training, ensuring alignment with the newly established design standards and branding language.

• SaaS Launch and Integration: We effectively launched the enhanced e-commerce site (SaaS) featuring an internationally-capable scheduling system and seamlessly integrated LMS (learning management system), diversifying revenue streams for our rapidly expanding company.

KEY RESULTS:

Captured $35,000 in revenue from product launch

A complete re-org, and relaunch of the company website

ABout RA MA INSTITUTE OF APPLIED YOGIC SCIENCE AND TECHNOLOGY

Established in 2013 by Guru Jagat, RA MA Institute is a Kundalini yoga and lifestyle brand with a global presence. Offering both in-person and online classes, seminars, and educational products, the institute also hosts engaging discussions on societal trends with notable speakers like Marianne Williamson and Alicia Keys. RA MA Institute stands as a accessible hub for wellness and cultural dialogue.