P-Cubed – Diego Velazquez

BRAND + UX WEB EXPERIENCE

P³ Consulting

Clarity through reflection.

A brand identity and digital experience for a consulting practice focused on equity, inclusion, and organizational transformation. Built on three core pillars, the experience guides organizations from reflection to intentional action.

PRODUCT SNAPSHOT

Role

Design Lead
Brand + UX web

Audience

Prospective clients
Organizations, leaders, and teams

Scope

End-to-end experience
Brand identity, messaging system, website UX

Platform

Responsive web
Desktop + mobile.

OVERVIEW

A framework for intentional change.

P-Cubed was created at a time when many organizations were engaging with DEI without a clear structure. The goal was to move beyond messaging and introduce a disciplined framework that helps teams reflect, understand context, and act with purpose.

Pause → Reflect

Positionality → Understand

Purpose → Act

THE CHALLENGE

Move from awareness to action.

Organizations needed more than intent. They needed a clear path forward. The challenge was to design an experience that communicates depth and structure while remaining accessible. The brand had to feel grounded and credible, not reactive.

USERS

Designed for leaders driving change.

Decision-makers seeking clarity, structure, and measurable impact.

Executives and leaders
Setting direction and accountability.

Teams and departments
Engaging in reflection and change.

Consulting clients
Seeking structured guidance and outcomes.

APPROACH

Framework-driven experience design.

Translate the three pillars into a clear system that guides understanding and action.

Discovery

Defined the tone of the practice as reflective, disciplined, and intentional. Identified the gap between awareness and execution across organizations engaging in DEI.

Define

Structured the experience around three pillars:
Pause to create space,
Positionality to understand context,
Purpose to define action.

Design

Developed a restrained identity and a structured web experience that introduces the framework progressively. Content is organized to build understanding before presenting services, reinforcing credibility and intent.

KEY DECISIONS

Structure creates credibility.

Three decisions ensured the experience communicates depth and avoids performative messaging.

Pillar-based information architecture

Organized the experience around Pause, Positionality, and Purpose.

Less conventional navigation in exchange for a differentiated and meaningful structure.

Restrained visual system

Used a minimal, quiet design to support reflection and focus.

Reduced visual intensity in exchange for clarity and credibility.

Progressive content flow

Introduced ideas in sequence to build understanding before action.

Slower initial scan in exchange for deeper engagement.

REFLECTION

Design can guide thinking.

This project reinforced that design can shape how people think, not just what they see. A clear framework creates alignment and enables action. When structure is intentional, clarity follows.