PowerUs is redefining how blue-collar workers connect, grow, and advance their careers, bridging the gap between skilled professionals and the opportunities they deserve.

In my role as Product Design Lead, I led the company’s rebrand—reshaping its identity to better resonate with its users and positioning it as the go-to platform in the industry. From strategy to execution, I worked closely with stakeholders to refine the brand’s positioning, craft a distinct tone of voice, and establish a compelling new visual language that reflects the strength, expertise, and ambition of its audience.

But this transformation was about more than just aesthetics—it was a strategic shift to drive trust, credibility, and long-term engagement. To ensure consistency, I built a scalable design system from scratch, empowering designers and engineers to create a unified experience across all product and marketing touchpoints.

The result was a cohesive, future-ready brand that strengthened user perception, increased engagement, and provided a foundation for long-term growth. With a refined identity and a scalable design system in place, PowerUs is now positioned to empower millions of blue-collar professionals with the tools and connections they need to succeed.

Illustrations by Norbert Reissig