The startup’s branding was not consistent after the change. This led to a 20% lower conversion. Users were confused because the product’s value was not clear, and this slowed growth.
No clear target or strategy was defined. I had to research and create everything from scratch, including understanding the audience and business model.
With only 4 hours a week, I had to deliver a complete rebrand and implement it across all channels quickly.
With little WordPress experience, I had to quickly learn and design campaign landing pages under tight deadlines.
I organized my workflow using a Lean UX approach, enabling rapid feedback and iterative improvements. This allowed me to test the new branding early, share results with the team and CEO, and ensure alignment while delivering impactful results quickly.
Ensure 100% alignment between the new branding and the startup’s updated business model, validated through stakeholder feedback.
Implement the new branding across all channels (website, platform, social media) with 100% consistency.
Increase website engagement metrics (time on site, bounce rate) by 15% within 3 months of launching the new branding.
Starting with only the primary color as a constraint, I built the research foundation. I collaborated with the CEO to develop a proto-persona, analyzed competitors, and consulted the Customer Service team to gain deeper insights into user behavior and preferences.
I offered two proposals, one using colors and graphics from a moodboard, and another with alternative colors to better match business goals and user expectations. Because of the delay in the process, I decided to start the branding exercises from my expertise: A website
White and blue with their tonal variations, were selected to reflect the brand’s core characteristics: innovation, solution-oriented, and optimism. The final design combined round and square shapes to create a friendly, modern, and approachable visual identity.
In the next three months, this version improved our conversion rate by 15%.
We transformed ‘Inventory’ into ‘Products & Services,’ we provided better cost transparency for end-users and improved sales control. We also optimized ‘Scheduling’ to enhance tracking on the calendar view and automate service reminders.
I created reusable templates for landing pages and components, ensuring flexibility for future needs. Additionally, I trained the Design team and created a Notion manual to help the marketing team manage updates independently.
