Rebranding for a new key audience

With an upcoming product launch, Versium needed a brand refresh and a more approachable web site to appeal to its new target audience.

Versium brand & site

ROLE: Visual Designer & Web Developer (full-time contract)

KEY STAKEHOLDER: Heather Gonio, Sr. Marketing Manager

COLLABORATION: As a remote employee on contract, I worked primarily with Heather. However, I also collaborated with Sr. UX Designer, Wes Noel, on updating the company's branding and with Michelle Michaels, Sr. Digital Marketing Manager, on creating assets.

DURATION: April 2019 – July 2019

Project Goals

Market Versium’s latest product to a new audience

  • Invoke a friendlier, more approachable tone as Versium shifts from custom solutions to self-serve products
  • Communicate complex ideas—such as data science and artificial intelligence—simply
  • Work quickly to coincide with the launch of the company's new product, Versium REACH
Background & Context

Why rebrand Versium and redesign the web site?

As a late-stage data technology startup, Versium was ready to take what it had learned over 6 years and many projects, and create an easily accessible product for B2B marketers.

However, there was one major roadblock between the company and a successful product launch:

Versium's existing marketing web site spoke in a technical way to a technical audience and required the sales team to flesh out details on a case-by-case basis.

After identifying who would benefit the most from Versium REACH—Versium's upcoming self-serve product—through research and a couple of personas, we set out to make our content and branding more digestible and appealing to this new audience. We also aimed to answer common questions to streamline the sales process.

Rebranding Highlights

Key Brand Deliverables

Refreshing the color palette, typography, and logo set the foundation for establishing a more approachable tone, which was further achieved through friendly copy and simple, illustrated infographics.

Updated Color Palette

By reinventing Versium's color palette with shades like coral, we gave the brand a fresh, contemporary feel.

Refreshed Typography

We introduced the open and inviting Montserrat and paired it with italicized Merriweather for its classic charm.

Brand New Logo

Working with Versium's Senior Marketing Manager and an independent designer, I helped ensure our new logo's adaptability.

Information Architecture

Structuring the Content

To highlight Versium's latest product on the web site, new pages would need to be created and organized while existing content would need to be rearranged. I lead these efforts by designing and iterating on site maps, which I translated into header and footer navigation mockups for ease of cross-department communication.

Information Architecture

Structuring the Content

To highlight Versium's latest product on the web site, new pages would need to be created and organized while existing content would need to be rearranged. I lead these efforts by designing and iterating on site maps, which I translated into header and footer navigation mockups for ease of cross-department communication.

The End Result

A Product-Centric Site

In the end, Versium's new web site met its goals of highlighting Versium REACH, its latest product, as well as adapting a more approachable tone for its new target audience. The updated branding also kept the company current in a fast-paced industry.

The End Result

A Product-Centric Site

In the end, Versium's new web site met its goals of highlighting Versium REACH, its latest product, as well as adapting a more approachable tone for its new target audience. The updated branding also kept the company current in a fast-paced industry.

Lessons Learned

Get feedback from all leaders

With much of the company's focus on creating and launching the new product, one of the leaders hadn't reviewed the web site before it was published, at which point some concerns were raised. The issues were resolved but they would have been much better addressed sooner and it was certainly an oversight not to give all leaders the opportunity to voice their opinions. I have since made this a priority.

Always follow a pre-launch checklist

In the haste of making sure the web site launch coincided with the product launch, much of the SEO meta content was not initially transferred. Once it was brought to our attention, we were able to leverage a backup of the old site to paste the content in the new site. However, it served as a great reminder to always follow a pre-launch checklist!

Lessons Learned

Get feedback from all leaders

With much of the company's focus on creating and launching the new product, one of the leaders hadn't reviewed the web site before it was published, at which point some concerns were raised. The issues were resolved but they would have been much better addressed sooner and it was certainly an oversight not to give all leaders the opportunity to voice their opinions. I have since made this a priority.

Always follow a pre-launch checklist

In the haste of making sure the web site launch coincided with the product launch, much of the SEO meta content was not initially transferred. Once it was brought to our attention, we were able to leverage a backup of the old site to paste the content in the new site. However, it served as a great reminder to always follow a pre-launch checklist!

“Marina is an amazingly collaborative team member, jumping in every meeting she can to learn more about the product and company vision.”

Marina is hands down a one-woman show! Marina reported to me at a rapidly growing data technology startup where she functioned as our web designer, web developer, and graphic designer. Marina worked so hard designing and developing our new corporate website. She learned to use a completely new web design tool to achieve the detailed look and functionality we wanted for the new site.

Marina is an amazingly collaborative team member, jumping in every meeting she can to learn more about the product and company vision. We tasked Marina to build a product-centric website with an impeccable UX that was responsive across all devices and browsers, and she did an amazing job. As a team, we developed infographics, copy, and page elements. Marina’s marketing background also allowed her to help with copy and see the website from a marketer’s point of view. She was also forced to jump in at the last minute (without a single complaint) to manually build pages when a vendor suddenly pulled out of migrating the site and providing us a CMS…a week and a half before launch!

We can’t thank her enough for her positivity, knowledge and hard work. I would highly recommend working with Marina.

Heather Gonio
Senior Marketing Manager
Versium Analytics
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