Project: Wisp.com Site-Wide Brand Refresh (hellowisp.com)
Overview
Led the end-to-end product management of a full site-wide brand refresh for Wisp, a women's telehealth platform serving 1.8M+ patients nationwide. The project involved overhauling the visual identity across 100+ pages and 400+ components on hellowisp.com - including a new typography system, color palette, UI component library, nav redesign, and a Strapi CMS configuration overhaul - all while maintaining zero disruption to live customer experiences and purchase flows throughout the build.
The rebrand was delivered in partnership with brand agency SMAKK Studios, a cross-functional engineering team of 5+ engineers, and the internal marketing and design teams.
My Role & Responsibilities
As Lead PM I owned the full project lifecycle from brief to launch:
Strategy & Scoping
Translated the SMAKK brand agency Figma deliverables and visual identity guidelines into a fully actionable engineering roadmap covering typography, color systems, UI components, page-level asset updates, and CMS configuration work
Created and maintained the prioritized rebrand roadmap across 10 priority waves (Pre-Launch through P10) covering every category page, product page, department page, and supporting page on the site
Identified and scoped a parallel workstream for global UI component enhancements including rounded/pill-shaped buttons, floating nav, gradient banners, How It Works module redesign, and product tag styling - all requiring custom Strapi configurability for Marketing
Jira & Ticket Management
Structured and created the full Jira epic hierarchy -1 global epic (WISPENG-2728), 14 stories, and 32 subtasks - covering all rebrand work across the entire site
Wrote detailed acceptance criteria for every ticket including brand spec references, Figma dependencies, WCAG compliance requirements, and Strapi configurability requirements
Managed ticket refinement and scope adjustments in real time as Figma specs evolved and engineering feedback surfaced new constraints
Engineering Collaboration
Served as the primary PM-to-eng communication layer - translating between marketing/design requests and engineering implementation decisions on a daily basis
Provided go/no-go decisions on engineering approach questions including LaunchDarkly flag architecture, Strapi component schema design, gradient implementation, button state hierarchy, nav mobile behavior, and shared vs. per-instance component configuration
Reviewed and responded to engineer questions on WCAG compliance, disabled/inactive button states, mobile tap targets, CSS breakpoint behavior, and feature flag architecture
Coordinated PR review assignments across the engineering team and managed the QA process including console error checking, LCP performance benchmarking, and end-to-end checkout flow validation
Strapi CMS Architecture
Drove the product decisions for how the rebrand would be implemented in Strapi - including global shared component design (Press Highlight Default Background, HIW module), gradient configuration fields, button variant structure, and transparent/no-fill button support
Established the content configurability requirements so Marketing could make brand changes independently post-launch without engineering involvement
Identified and resolved a critical scope gap where 400+ PressHighlight components needed a one-to-many background update - drove the architectural decision to use a shared default component with per-instance override capability, avoiding data migration risks
Launch Coordination
Managed both the soft launch and full campaign launch sequence including content promotion timing, code deployment sequencing, QA checkout flow validation, and reversion planning
Established the LaunchDarkly flag-based rollback protocol so any post-launch issues could be reverted instantly without a code deployment
Coordinated cross-timezone engineering team availability, PR review assignments, and QA coverage across launch week
Monitored LCP performance metrics identifying a critical mobile performance gap (desktop 1.8s vs mobile 12s) and escalated to engineering before launch
Key Outcomes
Successfully launched a full site-wide brand refresh across 100+ pages and 400+ components on hellowisp.com with zero customer-facing downtime
Delivered a Strapi CMS configuration that gives Marketing full self-serve control over brand colors, gradients, background images, button styles, and component-level overrides — reducing ongoing engineering dependency for visual updates
Implemented a LaunchDarkly feature flag architecture that allows individual brand elements to be turned on/off independently in production - significantly reducing launch risk and enabling a phased rollout strategy
Maintained WCAG AA accessibility compliance throughout the rebrand including contrast ratio validation, tap target sizing, and disabled state design decisions
Tech & Tools: Jira, Strapi CMS, Figma, LaunchDarkly, Next.js, Tailwind, CSS, Notion, Slack, GitHub, Google PageSpeed / Core Web Vitals, Stripe(test environment), Datadog
