Brand systems × digital experience × art direction
Turning Oura’s B2B brand into a system that scales.
MERGE was helping Oura grow its B2B business through web design and sales enablement. I worked across both—bringing product-design systems thinking to a communication-design problem that had become increasingly difficult to scale.
The opportunity
Oura’s B2B business was growing across audiences, use cases, and channels.
My work included updating B2B website content, building three new web experiences, refreshing photography around a new ring generation, and supporting a growing sales-enablement library.
As the work expanded, the challenge became less about designing another individual piece and more about creating enough shared structure for the work to remain coherent as more people touched it.
Before the system
Polished work, built one assignment at a time.
The opportunity wasn’t to redesign Oura. It was to move the work from bespoke to systematic.
The idea
I stopped treating every deliverable like an individual design assignment.
Instead, I reframed sales enablement as a product ecosystem and began documenting the recurring decisions that were otherwise living in designer memory.
How might we preserve Oura’s visual richness while making B2B communication repeatable enough to scale?
Building the system
A visual system, a production system, and a decision system.
The work documented foundations, components, usage patterns, image behavior, product UI treatment, and final QA. The system captured not only how the work should look, but how another designer could make the same kinds of decisions.
System in action
One visual language. Very different stories.
The system created consistency without demanding sameness.
The goal was never sameness. Technical, clinical, behavioral, product-led, and operational stories needed different emphasis while still feeling unmistakably connected.
Extending the B2B story
The assignment also extended into digital experience.
In parallel, I helped update Oura’s B2B website content and build three new web experiences. The web work demonstrates the breadth of the assignment rather than implying that the sales-enablement system itself governed the website.
Athlete Performance
One of three B2B web experiences. The device treatment keeps the web work visually distinct from the sales-enable system while showing the breadth of the assignment.
Scale + impact
A system works when its creator no longer has to be in the room.
Reusable foundations, components, guidance, and QA standards made production more repeatable, reduced repeated decision-making, and enabled other designers to create coherent work without needing the original designer present.