Modernizing an EdTech SaaS Brand for Upmarket Growth
Selected Work Samples
Scaling Design Across Teams and Priorities
BizLibrary needed to modernize its brand and website while a lean design team supported marketing, sales, revenue operations, and leadership.
High Output with Limited Resources
As the team shifted to a single designer, a high volume of deliverables had to fit within limited capacity.
Supporting Multiple Stakeholder Priorities
Teams brought different objectives, deadlines, and definitions of success.
Complex, Compliance-Driven Messaging
HR compliance and training topics required accessible, carefully framed communication.
Balancing Legacy Equity with Modernization
The visual identity needed to evolve while retaining recognition among existing customers.
Elevating the Brand While Supporting Growth
I focused on three connected areas: the website, campaign performance, and event experiences.
The website redesign brought use cases forward and introduced an updated visual system. Alongside marketing, I also introduced paid-campaign A/B testing and expanded LinkedIn ad formats.
I also led design and execution for large-scale virtual conferences, extending the brand across event touchpoints.
Consistency across deliverables
Web Design
Educational Resources
Conference Assets
Infographics & eBooks
Social Assets
Key Design Decisions
The design approach balanced clearer content, reusable templates, campaign testing, and continuity with the existing brand.
Reframing the Website Around Use Cases
Use cases became a primary organizing principle for the website’s content.
Designing for Scale with Limited Resources
Reusable templates helped a lean team support recurring requests across the business.
Introducing Performance-Driven Design
A/B testing and new ad formats gave marketing and design shared performance evidence to guide campaign decisions.
Elevating the Visual System Without Losing Equity
Updated typography and layouts modernized the identity while preserving recognizable brand elements.
Designing for Intent-Driven Navigation
Organizing navigation around use cases helps prospects connect the platform to their needs before exploring individual products or features.
A More Credible and Cohesive Brand
The work established a more consistent brand across the website, campaigns, events, and sales materials. Reusable templates supported ongoing production, while campaign testing created a more informed approach to creative decisions.
Years of leading in-house design
Industry leading conferences designed and launched over 2 years
Brand designer supporting cross-functional teams
| Key Insight
Brand evolution depends on repeated application. Consistency across routine materials can strengthen an identity as much as a major redesign.
| Final Takeaway
Working in-house taught me to balance larger design initiatives with daily requests, building tools and systems that help a lean team sustain both.
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