hyperexponential's UI abstraction
Creative direction and design of a scalable product marketing UI library that supported GTM campaigns, product launches, and organic social content across the brand.
Problem and Context
Back in 2025, one of the biggest challenges for the design team at Hyperexponential was the company's brand refresh and website redesign. As part of this effort, we wanted to bring the product closer to potential customers by making the UI the hero of the brand.
The challenge was that Hyperexponential's pricing and rating platform is built for the highly technical insurtech industry, meaning its interface can be difficult to understand at a glance. We needed to showcase the product's sophistication without overwhelming new audiences—helping visitors quickly grasp its value while creating enough curiosity to explore the platform further.
Process
I created a modular visual system using abstracted UI elements that could be reused across a variety of formats. This gave the brand a consistent way to showcase the product while remaining flexible enough for everything from the website to sales collateral and pitch decks and made it easy to any other designer from the team to abstract their own UI to share with product marketeers and leadership.
