Comprehensive Brand & Digital Ecosystem Refresh
summary
overview
To strategically rebuild and refresh Sounding Board's entire brand and digital ecosystem—including the website, marketing assets, and internal standards—to achieve a cohesive, modern visual identity that specifically aligns with the actual target demographic (middle-aged female HR leaders).
challenge
As the sole designer under the Creative Director, the challenge was immense: managing a full-scale brand overhaul while simultaneously creating the entire asset library and digital marketing infrastructure for a growing organization. This required going beyond the job title to establish UI/UX standards, design systems, and brand governance with limited resources, all while executing the redesign of core elements like the website homepage and email marketing.
client
Sounding Board Inc.
Los Angeles, CA, United States
industry
SaaS
Silicon Valley Tech Start-up
Professional Development
my services
Design System & Brand Governance
UI/UX Standardization
Visual Brand Alignment
Product Marketing Design
the process
step 1
Brand System Design & Governance: Developed a comprehensive Brand Guide that included custom illustration treatments, icons, and UI/UX standards to ensure long-term consistency and scalability across the organization.
step 2
Digital Platform Redesign: Led the design and aesthetic overhaul of the company's website homepage, focusing the layout and visuals to resonate instantly with the identified target demographic.
step 3
Cross-Functional Alignment & Asset Creation: Collaborated with the Head of Marketing, People & Operations, and the Executive Leadership Team to create a full library of digital and marketing assets (product mockups, images, graphics).
step 4
Designed and implemented numerous email campaigns via HubSpot, utilizing A/B testing to refine messaging and visuals for maximum open and click-through rates.
gallery
impact
The initiative successfully produced an invigorated and cohesive brand that perfectly aligns with the crucial target demographic (middle-aged female HR leaders). By establishing robust design systems and a comprehensive brand guide, the company gained scalable assets and a unified visual voice. The complete refresh of the brand and digital assets elevated marketing effectiveness and organizational clarity.
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Result of the redesigned homepage aesthetic and layout, better aligning with the target user.
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Achieved through successful A/B testing and design refinement of HubSpot email templates.
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Achieved through the creation and distribution of the comprehensive Brand Guide and asset library.
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Total number of custom illustrations, icons, and design treatments created for future use.
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