As Raxi sought to disrupt ridesharing, they had raw ideas but no brand identity or product design. I facilitated their evolution from startup to seamless customer experience – first aligning on branding that matched their transparency mission, then leading product design enable effortless ride hailing. My end to end process encompassed collaborative brand identity development, adaptive UI component creation, style guide assemblies, marketing material direction, wireframing filters and flows, executing visual aesthetics, managing design development integrations.