WEB DESIGN, BRANDING / PROFESSIONAL /
This project aims to position Saltmine, a B2B SaaS platform, as an industry leader by rolling out a unified brand identity and a responsive website refresh. Within six months, our messaging was clearer to customers and delivery timelines shortened.
USER GOALS
To help users clearly understand Saltmine’s value through concise messaging and a cohesive, appealing identity.
BUSINESS GOALS
To differentiate the B2B SaaS brand and convert more visitors into demos and purchases.
TIMELINE
6 months
ROLE
Brand Strategist
UX Designer
Art Director
USER EXPERIENCE /
I led end-to-end UX and UI for a website refresh and brand adoption, improving usability and reducing drop-off. The project reduced delivery timelines by designing cross-platform assets and responsive interfaces that accelerated product launches.
KEY CHALLENGE
Landing and web pages need to be clear and concise while presenting essential information and driving users to sign up.
KEY CHALLENGE
Current Full Scope Design documentation is inconsistent, requiring a comprehensive, single source of truth.
BRANDING AND ASSETS /
I strengthened visual cohesion and brand alignment by building scalable design systems and auditing legacy assets; and collaborated with marketing and research to identify user needs, streamline asset creation, and improve design consistency across channels.
OBJECTIVE
To unify brand presentation across all touchpoints (visuals, voice, templates) and establish comprehensive, consistent design documentation as a single source of truth.
OBJECTIVE
To develop clear, consistent customer-facing collateral that helps customers quickly understand the brand and value proposition aligned to the unified brand system.
IMPACT
The brand and website refresh made messaging clearer to customers and easier to navigate, reducing funnel drop-off by 10% across priority pages and collateral.
