During Insightly's brand refresh initiative, I assumed a leadership role, spearheading the transformation. I took charge of defining the new look and feel, color palette, and brand guidelines, which were inspired by our product colors. The hero color, orange, was chosen to reflect the primary product, while complementary colors represented additional offerings.

With these refreshed brand guidelines, I embarked on the creation of a comprehensive design system for our website. Prior to my involvement, there was no established design system in place. I took the initiative to build a dedicated team, personally conducting interviews and hiring two talented developers. Over the course of six months, we not only rebuilt the entire website but also laid the foundation for a design system, which was a first for the company.

Recognizing the critical importance of the home page and product pages to the company's success, we prioritized these areas for revamp. Furthermore, we designed numerous standalone campaign landing pages aligned with marketing initiatives, such as email campaigns and webinars.

In addition to website enhancements, I also assumed oversight of the development of a new presentation deck template, email designs, and the visual and content aspects of our social channels, ensuring strict adherence to the redefined brand standards. This comprehensive approach to design leadership not only modernized our brand but also established a cohesive and consistent visual identity across various touchpoints, thereby strengthening our market presence.

I initiated a comprehensive overhaul of the website's menu structure, introducing the innovative concept of a "mega menu." This dynamic menu not only modernized the user experience but also allowed us to prominently feature numerous pages that had previously been buried in the footer.

Collaborating closely with my developer, I championed the creation of an intuitive backend system in WordPress, streamlining the editing process for the team. This ensured that quick and efficient edits could be executed, reinforcing our commitment to staying agile and responsive in our online presence.

CRM Product Page

I played a pivotal role in the transformation of Insightly CRM, the company's flagship product. Collaborating closely with a product marketing manager, I actively shaped the project by fully reimagining the content of the page. Working hand in hand with the manager, I strategically curated product-focused imagery to seamlessly complement the newly envisioned content.

Moreover, I took charge of optimizing the content for improved search engine rankings, implementing SEO best practices to enhance our online visibility. My leadership extended to the page's overall design and layout, ensuring that it not only captured the essence of our product but also provided an accessible and user-friendly experience, aligning perfectly with our commitment to excellence and user satisfaction.

Results

• A recent SEO audit showed that the website shot up 16 percentage points in site health.

• 3X SEO traffic year over year on the CRM product page, which is Insightly’s key product.