Context
I joined the team behind Strapi to help launch their new product: an AI tool for building complete websites, with the front end, the back end, and a built-in CMS. The world wasn’t exactly short of AI website builders. Finding competitors wasn’t going to be a problem.
Direction
We started with the market and the problem, before choosing a name. Between Framer and Webflow, Lovable and Replit, v0 and Cursor, we wanted a clear place for professional teams managing content together. That positioning guided the product, the words, and the identity. Fimo means “Forever In Motion”: with an AI agent, a company’s website could stay up to date and keep evolving. Always active, always listening.
My contribution
- Worked directly with the technical team on naming, the first logo, the visual identity, and the website.
- Developed an animated orb with Midjourney to express intelligence, life, and constant motion.
- Developed visual metaphors and motion for the AI’s behavior, loading states, and onboarding.
- Created the launch teaser and product video.
Skills
- Positioning
- Naming
- Brand story
- Logo
- Visual language
- Image generation
- Motion language
- Web design
- User flows
- Teasers
- Product demos
Context
After our first phase as Kiosk Medical, Paul and Thomas were ready to launch Parallel publicly. Their AI agents helped hospital teams with administrative work, starting with medical coding. The seed announcement in 2025 marked the new direction. I stayed on as design partners and hospitals began using the product.
Direction
The ambition had changed, so the identity needed to change with it. We gave Parallel a new logo, a new visual language, and an updated website. In the product, one piece of feedback became a major focus: users needed quick access to the sources to trust the AI. We made its coding recommendations easier to inspect, with supporting evidence and explanations so users could check why a code had been suggested.
My contribution
- Helped with the renaming and created a new logo and visual identity for the public launch.
- Designed and built the website in Framer so the team could manage and evolve it themselves.
- Iterated on features and denser product screens with Paul, using feedback from design partners.
- Designed access to sources and supporting explanations to help users review the agent’s coding recommendations.
- Developed a Midjourney image style, moodboard, and prompt templates the team could keep using.
- Created a motion language and reusable Jitter templates for their communications.
- Helped develop the brand’s trade show booth.
Skills
- Naming
- Logo
- Visual language
- Image generation
- Motion language
- Templates
- Exhibition design
- Design systems
- UI/UX
- User flows
- Web design
- Framer development
“Julien took our raw AI expertise and helped us turn complex tech into a user-friendly product.”
Ulysse AlarcosCEO
Context
Ulysse Alarcos called me while Batisia was at the pre-seed stage. The team was bringing AI to construction, helping major contractors work with technical documents, compare quotes, and prepare cost estimates. The brand, website, and product foundations all needed to come out of the ground. Conveniently, construction was their field.
Direction
I worked with Ulysse and the team to define how the product should be organised, then gave it a design foundation. The identity also needed to keep working after I left, with an image style the team could reproduce and a website they could update themselves.
My contribution
- Drew the logo and created the visual identity and illustration style.
- Built a Midjourney prompt framework and parameters for consistent images the team could generate themselves.
- Designed and built the website in Framer.
- Advised on product strategy and structure, and established the design system and screen foundations.
- Helped design core workflows for comparing quotes and preparing cost estimates, supporting the first deployments with major construction groups.
Skills
- Product strategy
- Logo
- Visual language
- Image generation
- Design systems
- UI/UX
- User flows
- Web design
- Framer development
Who I worked with
- Paul LafforgueCo-founder & CEO
- Thomas SohetCo-founder
- Quentin JarrionChief Medical Officer
Context
Paul and Thomas called me in 2024, after Y Combinator, as they were pivoting from Kiosk, a B2B messaging tool built around WhatsApp. They were rebuilding the company around AI for hospital teams, starting with RUM coding for hospital stays. This was the beginning of the collaboration that became Parallel.
Direction
While the team developed the prototype, I worked on the identity and the product foundations. We needed enough structure to move quickly: a design system, a clear application layout, and a first website to explain what they were building.
My contribution
- Helped rename Kiosk to Kiosk Medical and created its first healthcare identity.
- Established the design system, application shell, and screen structure.
- Designed the early interfaces for hospital-stay coding and the first Kiosk Medical website.
- Evolved those foundations with the team ahead of the Parallel launch.
Skills
- Naming
- Logo
- Visual language
- Design systems
- UI/UX
- User flows
- Web design
Who I worked with
- Wassym KalouacheHead of Product
- Alexandra AugustiChief of Staff
- Oussama GhanmiCEO
- Kader AmrichatSenior Front-end Engineer
Context
DinMo helps teams turn customer data into audiences they can use in their marketing tools. By 2024, the product was already well developed. The team brought me in to rethink the application’s architecture, navigation, and overall usability before adding more features. There was plenty in the product. The question was how to make it easier to work with.
Direction
Information was scattered across tabs within the same screen, making it difficult to connect the pieces and complete a workflow. After an audit, I reworked the page structures around main and secondary columns, with a more modular layout. That let us bring related information together and make the screens denser. We also improved the design system, then developed a simpler experience for marketing teams.
My contribution
- Audited the existing product and its overall usability.
- Reorganised the information architecture, feature structure, and navigation.
- Improved the design system and designed modular layouts with main and secondary columns, bringing more useful information into each screen.
- Designed new feature sets and a simpler experience for marketing teams.
Skills
- UX audit
- Information architecture
- Design systems
- UI/UX
- User flows
Context
The team came to me after raising their first funding, with a product for procurement teams and a public launch to prepare. Back then, it was called Reel. I helped build the brand, the website, and the first product features together. The name later became Freqens to avoid confusion with Instagram Reels.
Direction
We wanted a breath of fresh air for procurement teams: sunny landscapes, space, and a clear view ahead. A lighthouse on the coast became a useful metaphor for anticipating what’s coming and staying in control. That idea echoed the product’s purpose. The name changed, but the point of view still made sense, so we kept the visual foundations and carried them into the interfaces.
My contribution
- Created Reel’s logo and visual identity, then a new Freqens logo after the team worked with a naming agency.
- Designed and built the website in Framer so the team could keep control of its content.
- Established the design system, application structure, and interface foundations.
- Designed the first subscription portfolio: bringing contracts and pricing into one view, with market comparisons and insights to help teams plan ahead and negotiate.
Skills
- Logo
- Visual language
- Design systems
- UI/UX
- User flows
- Web design
- Framer development
Context
Jimini already had a working AI product for lawyers when the team came to me. It had its first features, but hadn’t yet had a designer working on it. My starting point was to bring structure and consistency to the experience, then help develop the features they needed to bring it to market.
Direction
There was an early visual identity to work from. I developed it into interface foundations and a design system, then applied them across the web app and extensions. For Word, the idea was simple: bring the tools to the place where lawyers already worked. Drafting in the document, reviewing clauses, and searching a clause library could all happen without leaving their familiar editor.
My contribution
- Reworked the existing product and established a design system.
- Developed the early visual identity into reusable interface elements.
- Designed key web app features and tools for drafting, reviewing, and finding clauses directly in Microsoft Word.
- Iterated on the composer and the interactions used to direct the AI agents.
- Updated the landing page as the product evolved.
Skills
- Design systems
- UI/UX
- User flows
- Visual language
- Web design
Who I worked with
- Bastien Cohen-ChaltonHead of Product
- Mickael FrogerCo-founder
- Frédéric ClementCo-founder
Context
I worked directly with Mimbi’s Head of Product during a short collaboration in 2023. We were designing the first features for retail media teams, a growing field with few tools built around their needs. Mimbi helps brands and agencies understand advertising performance across retailers and marketplaces.
Direction
Part of my contribution was SQUARE, Mimbi’s unified model for media, sales, and product data. It brings information from different sources together and harmonises it so teams can analyse performance across channels. I contributed to the product experience and helped establish a design system for the early interfaces.
My contribution
- Designed the first product features and their interfaces.
- Contributed to the product design of SQUARE, supporting the consolidation and use of retail media data.
- Established the design system and reusable interface foundations.
Skills
- Design systems
- UI/UX
- User flows
