Case Study · Pasito · July 2021
Building Pasito's brand and website from scratch.
Brand identity, visual language, and a four-page site — designed end to end as my first project at a YC-backed fintech startup.
Final website design
Role
UX/UI Designer · Brand Designer
Timeline
July 2021
Team
Pauline Roteta · Julie Scotland · Angela Lin
Tools
Figma · Jira
This was my first project at Pasito — and it set the tone for everything that followed. Pasito had a barebones website that didn't reflect what the product actually was or who it was for. With new messaging and a new product offering taking shape, the co-founders needed a website that could tell that story. I owned the design end to end: brand identity, visual language, layout, and IA across four pages.
The problem
How do we build a website that earns the trust of employer clients — and actually communicates what Pasito does?
Research
Learning the landscape.
Before designing anything, I audited the existing site with the co-founders. The verdict was quick: it didn't have the information or the design to attract clients. I moved into competitor research — studying how other fintech and HR benefits companies presented their product and mission online, and what messaging patterns were working. I brought findings back to Pauline and Julie, and we used that as the foundation to define what the new site needed to do.
Information architecture
Sorting the story.
With the co-founders writing the new content and messaging, I worked with them to organize everything into a four-page structure. The goal was a clear path: understand the product, understand the people behind it, decide to get in touch.
Design
Brand identity and visual language.
I built the brand identity from scratch. The central motif — curvy shapes and lines that intertwine — was intentional: it reflects Pasito's core message of inclusivity and support, the idea that employers and employees are connected. The design system carried through every page: buttons carefully placed to guide users through the site, a layout built to lead rather than overwhelm.
After multiple iterations in Figma, I delivered final designs for all four pages.
The website shipped and went live — Pasito's public face as the company grew. It was the foundation the brand was built on through their YCombinator backing in 2022. Starting here, as the sole designer on my first project at my first startup, taught me what it means to own something fully: the decisions, the iterations, and the outcome.