The Problem:

When the client, a growing startup, approached us, they were at a critical stage in their journey. As engineers, they had the technical expertise but lacked the brand clarity and digital presence needed to attract the right investors and talent. Their online presence was fragmented and lacked cohesion, which was hindering their ability to communicate their value effectively.

The goal was clear: they needed a professional and scalable brand identity, a website that reflected their ambitions, and a simple yet effective content strategy that could grow with them.

The Research & Strategy:

We started by conducting a thorough discovery phase to understand where they were and where they wanted to be in the next 1 to 5 years. This phase included auditing their existing digital assets, evaluating their target audience, and identifying key areas for improvement.

We also performed a competitor analysis to see how similar companies in their field were presenting themselves online. From this, we gathered valuable insights into what was working and where opportunities existed to differentiate their brand.

The primary personas we focused on were potential investors and top-tier talent. We needed a brand and website that spoke to both groups with a professional, forward-thinking tone while still maintaining authenticity and trust.

The Design Process:

1. Brand Professionalization:
   • Logo Refinement: We started by revisiting their logo, simplifying and modernizing it to make it more professional while retaining their core identity.
   • Visual Identity: We created a cohesive visual identity, including a new color palette, typography, and social media icons that aligned with their brand’s vision. These elements would be crucial for consistency across all channels.
   • Presentation Materials: We developed templates for one-pagers and other materials that would help them communicate their value proposition in a clear and professional manner.
2. Website Redesign:
   • We completely redesigned the website to create a user-friendly, professional experience. The new site was intuitive, with easy-to-navigate pages and a clear structure.
   • The design focused on showcasing their team and expertise through high-quality photos that I personally captured. This humanized their brand and made it easier for potential clients and partners to connect with them.
   • We ensured the site was mobile-responsive and scalable, so it could grow with the company as they expanded.
3. Content Strategy:
   • The content strategy was designed to be simple and easy to implement, even for their engineering team. The plan was clutter-free and focused on creating valuable content for LinkedIn to raise brand awareness and position the company as an authority in their field.
   • I also provided stock footage for content gaps and outlined a process for adding ghostwritten content in the future to maintain consistent output.
   • The content marketing strategy aligned with their goals of attracting investors and talent while highlighting their expertise and team.

The Outcome:

The redesigned website and professionalized brand identity helped the company achieve several key outcomes:

1. Brand Recognition: Their refreshed visual identity and consistent messaging have established a strong, recognizable brand.
2. Employee Pride: The new website and branding have made employees proud to represent the company. It has given them a sense of ownership and trust in the company’s vision.
3. Attraction of Talent & Investors: The modernized website and clear, professional brand messaging have attracted top talent and increased investor interest. The company is now seen as serious and credible.
4. Content Strategy Success: The simplified content strategy has been easy for their engineering team to implement, and they now have a clear roadmap for future content creation, including LinkedIn posts and potential ghostwriting.

Key Takeaways:

• User-Centered Design: The success of this project was driven by our focus on the client’s audience—investors and talent. We ensured that every design and content decision was made with their needs in mind.
• Scalability: The website and branding were designed to be scalable, ensuring the client could grow and adapt without needing another major overhaul in the near future.
• Simplicity: The content strategy was streamlined and easy to execute, making it simple for a team of engineers to understand and implement without feeling overwhelmed.