Kelly Mao

Product Designer

Work Play About

Aidentified

Designing tools to help financial advisors find and connect with high-value prospects.

Lead Product Designer

Tools
Figma

Team
Ivy Mahschiao Head of SaaS

In June 2025, I led a full rebrand of Aidentified, including a new logo, color system, type system, and design language. The previous logo, designed in 2017, was too generic and faced potential infringement conflicts with similar marks. My main objectives were to find a truly ownable mark and align the brand with other companies in the AI space, conveying a sense of forward movement and technological innovation.

After presenting the new logo and brand refresh to the CEO and full company, the logo has since been officially registered as a trademark and the rebranding has been adopted into our product.

Selected logo feedback from the CEO and Chief Product Officer:
“I absolutely love it. Every time I look at it, I notice something different in it.”
“I’ve been through the branding process 4-5 times in my career and I’ve never had that feeling of a puzzle piece clicking into place so profoundly as with this.”

Marketing Website Design

At the time I joined, Aidentified was shifting away from sales-led-growth and towards more organic product-led-growth.

The company was launching self-serve subscription tiers alongside its enterprise plans and needed a site rebuilt from scratch that reflected the new brand and could convert users arriving through paid search.

For the new marketing site, I designed all page layouts and produced all graphic assets. The marketing agency Decision Counsel managed the copy and Webflow implementation.

Prospect Finder Suggested Searches

I designed a feature to replace the blank state of the Prospect Finder page, the interface where users (typically financial advisors) can filter through our database to find relevant prospects using attributes like career, age, location, recent wealth trigger events, etc.

The goal was to reduce clicks and time spent searching through the left-hand filter panel and instead just surface the most popular searches right away.

Our next steps are making this search recommendation panel tailored to each individual user based on their search history and preferences.