Scaling a Construction SaaS Brand
Aphex is a London-based platform for the teams delivering major construction projects. I worked with their leadership and marketing team across two phases, first building the brand and then scaling it alongside the company’s growth.
The first challenge was moving away from the rigid look of traditional software. I designed a flexible toolkit based on simple geometry, approachable for daily site users yet professional for investors.
As the company expanded, its external messaging became visually fragmented across departments. The goal of the second phase was to unify these materials into a consistent, scalable design system that internal teams could manage on their own.
The resulting system prioritizes functional simplicity, letting the core software take center stage, and keeps every external communication as clean and precise as the platform itself.
