Repositioning a Legacy Consumer Brand for the Enterprise Market
Cellairis Reimagined
Explore how Cellairis’ refreshed brand takes shape across digital experiences, marketing collateral, and branded materials, bringing clarity and cohesion to every interaction.
Aligning a Legacy Brand With an Evolving Business Model
The existing website did little to communicate the breadth of Cellairis' enterprise capabilities. Industry representation was limited to high-level cards, individual services lacked dedicated experiences, and the broader narrative emphasized products over comprehensive business solutions.
Differentiation & Brand Repositioning
Establishing enterprise credibility while retaining equity from the company's consumer-facing legacy.
Complex Audience Needs
Creating intuitive journeys for enterprise buyers, procurement teams, distribution partners, and existing retail customers.
Competing Brand Hierarchy
Clarifying relationships between Cellairis, its featured products, and distinct protection programs.
Extensive Product Catalog
Accommodating a substantial product catalog and growing content ecosystem within a phased rollout and limited development resources.
Designing a Scalable, Solutions-First Experience
I reimagined the website as an enterprise-focused, solutions-led experience while preserving access to Cellairis' retail business. The redesign introduced streamlined navigation, tailored industry journeys, dedicated service pages, and expanded educational resources to support B2B buyers.
A refined visual identity, cohesive product architecture, and scalable CMS-driven design system established a more intuitive experience built to support sales, marketing, and long-term business growth.
UX Strategy & Key Design Decisions
A structured visual system brings abstract concepts into a more tangible, intuitive experience. Modular components, clear hierarchy, and a purposeful color tagging system organize complex content into distinct pathways across use cases and industries.
01. Reorganizing the Experience Around User Intent
I restructured the site's information architecture to prioritize enterprise audiences, streamlining navigation and creating clearer pathways between industries, services, products, and resources. The approach improved wayfinding for B2B users while preserving access to the existing retail business within a cohesive digital experience.
02. Creating Industry-Specific User Journeys
I expanded the site's high-level industry cards into six dedicated experiences tailored to each audience's challenges, relevant solutions, and product needs.
To balance personalization with scalability, I structured industry pages around specific use cases while reserving detailed capability information for service pages. Contextual cross-linking connects the two, creating intuitive user journeys without duplicating content. This approach improves relevance and wayfinding while keeping the content ecosystem cohesive and maintainable.
03. Reframing Products as Business Solutions
To reposition Cellairis as a strategic solutions partner, I introduced dedicated service pages structured around a consultative journey:
Challenge → Solution → Products → Proof → Next Step
This approach connected offerings to real business needs rather than individual products. Thought leadership, educational resources, and downloadable materials further supported buyer consideration, strengthened credibility, and equipped sales teams with valuable content.
04. Establishing a Cohesive Product and Program Ecosystem
To accommodate distinct products and programs without fragmenting the parent brand, I developed two complementary approaches.
CyberPouch: An Integrated Featured Product Experience
As a key product within the Education vertical, CyberPouch needed greater marketing flexibility than a standard product page. I developed a hybrid landing page approach that supported campaign traffic and conversions while maintaining connections to the broader Cellairis ecosystem.
Device Protection: Clarifying Program Offerings
I developed a naming and positioning strategy for Cellairis Shield and Cellairis Guardian, differentiating physical protection from standalone device coverage. A unified brand hierarchy and comparison-focused content helped clarify each program's value while reinforcing the parent brand.
05. Creating a Visual Identity That Reflects Enterprise Growth
To reflect Cellairis' B2B evolution, I moved away from its retail-associated orange toward a cleaner, technology-focused visual identity. Radial gradients, subtle neumorphism, softened corners, refined typography, and minimal iconography created a modern aesthetic while maintaining clarity. A modular design system and four reusable page templates reinforced consistency while significantly reducing production time.
Additional Work Samples
A collection of additional creative work spanning digital design, print collateral, and branded experiences.
Designing for Scale
Balancing stakeholder needs, limited development resources, and a phased rollout, I prioritized scalable, CMS-driven solutions. Reusable templates, flexible components, and an integrated product catalog reduced repetitive design work, streamlined content management, and established a flexible foundation for future growth.
| Key Insight
When products are complex, clarity does not come from simplification alone. It comes from structure. By building a system that organizes content, messaging, and visuals, complex ideas become easier to understand, navigate, and scale.
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