Audience & User Insights

Qwerry exists for two primary audiences: TEAMERS and DREAMERS.

• TEAMERS are collaborative, energetic, and want to share insights across their organization. They need clear, visual tools to facilitate consensus and drive change.

• DREAMERS are contextual, reflective, and thrive on data. They enjoy exploring insights through interactive dashboards, infographics, and resources that allow them to dig deeper.

Understanding these audiences guided my design decisions throughout the project. I structured the site and resource library to support different modes of exploration, paired icons with text for faster comprehension, and designed layouts that balance data, visuals, and open space — ensuring the platform serves both audiences effectively.

Solution

Through a research-driven discovery phase, I conducted a content audit, competitor analysis, and market positioning review to understand how Qwerry could stand apart. This strategy informed a full rebrand and website experience designed around clarity, curiosity, and trust.

The new name, Qwerry, draws from the words query and quarry — a nod to both questioning and craftsmanship.

Years ago, stones used to make inspiring structures were marked with their quarry source – one of many early signs of branding as we know it. To query is to ask questions to check validity or accuracy.

At Qwerry, we help our clients ask (and answer) the right questions so they can build their brands.

The identity system reflects this curiosity through minimalist geometric forms, bold contrast, and subtle motion cues that evoke exploration and discovery.

Brand Identity

Rooted in the Sage archetype, Qwerry’s brand identity expresses curiosity, logic, and insight — the hallmarks of a trusted research partner. The entire system was built around two core ideas: Discovery and Alignment.

Visual Metaphor:

• Discovery: Represents Qwerry’s investigative nature. Expressed through dynamic gradients, displaced geometric elements, and vibrant accent colors like mint and light orange.

• Alignment: Reflects structure and clarity — grid layouts, balanced white space, and square motifs inspired by building blocks and the origins of branding (quarry).

Logo:

A bold, minimal typographic mark featuring an offset square that nods to both the query and quarry origins. It captures Qwerry’s dual personality: curious and logical.

Color Palette:

• Logical: Royal blue, sapphire, ice blue, white — clean, trustworthy, analytical

• Curious: Mint, teal — fresh, innovative, modern

• Insightful: Light orange — warm, energetic, human

Typography:

• Primary: Nunito Sans — approachable and professional

• Secondary (Microsoft safe): Neue Haas Grotesk Text Pro — ensures visual consistency across presentations and SharePoint

Icon System:

• Primary icons: Foundational geometric shapes, used as breadcrumb indicators across site and presentations

• Secondary icons: Simple line art visuals to explain key services and ideas more literally

Supporting Elements:

• Modular square patterns, grid-based layouts, dynamic gradients, and layered background textures for depth

• Photography featuring real people interacting with data — friendly, dynamic, and intelligent

Together, these elements create a brand identity that feels modern, confident, and wise, seamlessly bridging the gap between data and discovery.

Website & UX Design

The Qwerry website translates a data-driven consulting brand into a digital experience that’s insightful, intuitive, and human.

Strategy & Structure

• Built a user-centered IA

• Simplified navigation with breadcrumb icons to orient users

• Created a responsive design emphasizing hierarchy, whitespace, and flow

Accessibility & Clarity

• Implemented alt text, contrast ratios, and structured headings for full accessibility

• Optimized all pages for SEO and readability

• Paired icons with text for easier comprehension

• Added distinct calls-to-action for lead generation and engagement

Dynamic Content

Each service has its own dedicated page, while the Insights Blog and Resource Library serve as living hubs for Qwerry’s thought leadership. I designed:

• Custom blog covers

• Infographics and visual data summaries

• Downloadable worksheets and guides

Design System

The website adapts across light and dark themes, maintaining brand consistency and visual balance between curiosity and logic.

Ongoing Partnership

This site isn’t static — it’s a living, evolving platform. I continue to collaborate with Qwerry founder Joe Donnelly to:

• Design new content for the website and resource pages

• Enhance the user experience based on audience needs

• Support upcoming service offerings and UX initiatives

Most recently, I helped develop a new product line called the Qwerry Brand Framework. We’re still in the process of building this out, but so far, I built a visual model using geometric squares to represent the four tiers of service, along with:

• Client-facing presentations

• Mockups and custom icons

• A dedicated landing page that clearly visualizes the Essentials service offering process

Conclusion

Through this ongoing collaboration, I help Qwerry continue to translate their strategic, research-first approach into clear, actionable, and visually engaging experiences. It’s been such a joy collaborating with Joe and supporting Qwerry’s mission to make research more accessible and actionable. Our partnership has been grounded in trust, creativity, and shared purpose; and I’m genuinely excited for all the projects we’ll bring to life next.

View Qwerry Website