Selected Projects

The challenge

Vantage had grown from a startup tool into an enterprise treasury platform over four years, but the brand hadn't kept pace. The identity — built internally in 2020 — communicated startup informality rather than the institutional reliability the product had developed. Enterprise buyers were confused about the company's category. The sales team reported losing deals at the first-impression stage, before the product had even been demonstrated.

Our approach

We began with a strategy phase: six stakeholder interviews, a competitive audit of twelve fintech and enterprise SaaS brands, and three customer calls with Vantage's largest accounts. From this, we developed a new positioning framework that repositioned Vantage as a compliance-forward treasury intelligence platform — a significant departure from its original "cash management tool" framing, and one that much better reflected what the product had actually become.

Specific solutions

• Developed a refined wordmark grounded in geometric precision — replacing the previous rounded, informal logotype
• Designed a color system pairing deep navy with measured gold accents: financial stability without institutional stiffness
• Built a typographic system using a licensed geometric sans-serif for UI and an editorial serif for investor materials
• Produced a 56-page brand guidelines document including voice and tone direction

The challenge

Crestline had three distinct visual languages operating simultaneously — a marketing website built by a freelancer in 2022, a product UI built in-house over eighteen months, and a sales deck produced by a third agency. The inconsistency was costing them in enterprise evaluations, where procurement teams scrutinise vendor credibility. Trial-to-paid conversion was below industry benchmarks, and qualitative research pointed to confusion about where the product's core value was located.

Our approach

We proposed a phased structure: establish the visual identity foundation first, apply it to a design system second, then to the marketing site. Each phase was validated against the previous before beginning. The design system was built as a set of Figma tokens that cascaded changes from brand level to component level — a pragmatic architecture for a small engineering team that couldn't afford to chase inconsistencies across the product.

Specific solutions

• Simplified the logo from a complex multi-element mark to a clean, scalable wordmark
• Reduced the color system from 14 uncoordinated values to a systematic 6-color palette
• Rebuilt the marketing site from 12 pages to 5, each anchored to a single user intent
• Designed 48 reusable Figma components covering 90% of the product's interface patterns

The challenge

Orion had built a technically sophisticated product — a real-time analytics platform for supply chain data — but couldn't communicate its value in under sixty seconds. The website opened with a dense paragraph of technical specification. Bounce rates were high. Qualified leads arrived almost exclusively through word-of-mouth and conference attendance, not through inbound digital channels. The product was better than the first impression suggested.

Our approach

The core problem was architectural, not visual. We spent the first three weeks mapping information architecture before opening any design tool: identifying the three primary buyer types, defining what each needed to understand before taking a next step, and restructuring the site hierarchy around those distinct paths. The visual redesign followed directly from this structural work.

Specific solutions

• Rewrote the homepage hero to surface the outcome (supply chain visibility) before the mechanism (real-time analytics)
• Introduced a modular case study format showing each buyer type concrete, measurable results
• Redesigned the demo request flow, reducing form fields from 9 to 3
• Developed a consistent data visualisation language to make the product feel approachable before signup