Clerkware
A unified website and visual direction for municipal software, designed to make the product feel clearer, more cohesive and easier to understand at first glance.
The offer needed to feel like one coherent platform, not a collection of municipal features.
I went into Clerkware thinking about positioning before decoration. The audience is municipal clerks, people balancing resident questions, meetings, records, website updates and day-to-day office work, so a feature-heavy software homepage could easily become another thing they have to decode. My plan was to make the value understandable quickly, keep the language human and build a visual direction that felt capable and modern without becoming overly “tech.”
Brand, messaging hierarchy and interface were designed as one system.
I explored the homepage structure, typography, color, collage-style imagery, calls to action and product UI together rather than treating branding and UX as separate passes. I kept the municipal audience in mind throughout: strong contrast, readable hierarchy, familiar interactions and clear grouping mattered more than flashy effects. The editorial black-and-white imagery, bold blue and warm orange gave the concept personality while the page structure did the practical work of explaining citizen engagement, internal operations, revenue and services, meetings and resident support.
A clearer story for a product built around the people running the office.
The final concept moves from the high-level promise into concrete use cases, social proof and support, so the visitor understands both what Clerkware does and who it is for. It reinforced something I now bring into other website work: visual identity becomes much more persuasive when the information architecture, messaging and product promise all point in the same direction.