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Building the design foundation for a CTV ad-tech startup

I joined IndiCue as a Lead Product Design Consultant to transform their specialized CTV advertising infrastructure into a market-ready brand. My role covered the full creative spectrum from building a modern visual identity from the ground up, redesigning the marketing website to align with the new brand, and overhauling the platform’s UX/UI using PrimeReact to meet the high standards of the North American market.

Building the design foundation for a CTV ad-tech startup

I joined IndiCue as a Lead Product Design Consultant to transform their specialized CTV advertising infrastructure into a market-ready brand. My role covered the full creative spectrum from building a modern visual identity from the ground up, redesigning the marketing website to align with the new brand, and overhauling the platform’s UX/UI using PrimeReact to meet the high standards of the North American market.

Role

Design Consultant

Client

IndiCue

Timeline

6 Months

Platform

Desktop, Tablet, Mobile (Responsive Design)

Stack

Design & Prototyping - Figma


AI Strategy - Midjourney (Generative Visuals), Figma AI / Figma Make (Rapid Re-theming)


Development Framework - PrimeReact UI Component Library


Visual Design - Adobe Illustrator (Logo & Brand Assets)

Challenge

IndiCue had built a sophisticated ad-tech engine, but the platform’s interface looked like a generic technical tool. To compete globally and attract a major buyer, the company needed to move beyond "functional" and become a premium, trustworthy brand.

Challenge

IndiCue had built a sophisticated ad-tech engine, but the platform’s interface looked like a generic technical tool. To compete globally and attract a major buyer, the company needed to move beyond "functional" and become a premium, trustworthy brand.

  • Market Alignment
    Redefining the aesthetic and UX patterns specifically for North American media owners and streaming services.

  • Technical Constraint
    Modernizing the entire dashboard and navigation while staying strictly within the PrimeReact component library for seamless developer handoff.

  • Brand Ambiguity
    Evolving the Founder’s original vision into a professional, scalable visual system that communicated structure and adaptability.

Process

Strategy, AI, and Adaptability

Strategy, AI, and Adaptability

Identity Foundation

I refined the brand DNA, balancing a unique "i" icon with clear typography to ensure market recognizability.


Interactive Web Experience

Partnering closely with a developer, I redesigned the website with micro-interactions and a responsive layout, performing QA to execute a pixel-perfect match between Figma and the live build.

Web Redesign - before and after

UX Systems

I curated mood boards to align stakeholders on a "Modern Ad-Tech" aesthetic before building out a scalable design system that streamlined complex SSAI and DSP workflows.


AI-Driven Visuals

To meet the client’s request for high-end, conceptual imagery, I used Midjourney to generate custom assets that visualized the "movement" of data in the CTV space, creating a premium feel that stock photography couldn't reach.


Post-Acquisition Pivot
Following the acquisition, I used Figma’s AI tools (Figma Make) to rapidly re-theme the platform. By leveraging AI to adjust color schemes and design tokens, I ensured a seamless, high-speed integration into Cineverse’s brand identity.


A $40 Million Success Story…

A $40 Million Success Story…

The strategic design elevation turned IndiCue from a technical startup into a premier acquisition target for global streaming leaders.


Market-Ready Identity

Successfully launched a cohesive brand and website that established immediate authority in the CTV space.


Optimized UX
Delivered a high-performance interface that made complex ad-monetization tasks intuitive and transparent for users.

The Win

Shortly after the launch of the new brand. Cineverse acquired IndiCue for up to $40 million, integrating the platform as the core infrastructure for their global streaming empire.

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