Good design  is good business 

Identify goals, kickstart the rebrand

I led strategy and execution of the corporate rebrand, beginning in the summer of 2019. The team was composed of the company CEO, senior executives, and other stakeholders. After facilitating a series of workshops, the goal of the project was set: position AgileAssets as a modern, premium, approachable SaaS product company.

In addition to the logo redesign, I presented color palettes, locked up logos with the new tagline, and organized the rollout schedule—designing phases, defining and prioritizing objectives, and setting timelines within constraints.

Design the puzzle pieces

A brand is more than a logo. It’s the individual pieces that make up an organization’s identity—things like typography, color, and imagery. I created, sourced, and customized these foundational brand assets.

Then I developed comprehensive yet understandable guidelines to assist AgileAssets employees and partners for consistent use in all company communications.

VIEW BRAND GUIDELINES

Put the pieces together

I began aligning the newly established brand pieces, designing booths and event swag, brochures, deck and email templates, letterhead, business cards, client maps, even Zoom backgrounds.

This mass production phase of the brand rollout was expedited to meet a crucial deadline: TRB 2020, the industry’s biggest conference.

Add the finishing touches

Throughout this project, but especially in its final phase, I lived up to an AgileAssets core value: be easy to do business with. I created a Brand Portal, a one-stop shop for all employees with asset libraries, guidelines, and a simple request process.

The rebrand was a significant part of positioning the company as a provider of premium value to candidates, customers, and the industry, as well as an attractive target for corporate acquisition.

Every step of the way, deadlines were met and consensus was reached with zero tension.

I drove this process—one that had never been done before in the company’s 25-year history.

Success, achieved.

Successful product launch

I was responsible for branding Pavement Express, a new product from AgileAssets. Working with senior executives, product, sales, and marketing leaders, I designed the product icon, photos, brochure, conference banner, emails, and webpages, to name a few.

The goal was to cultivate a brand that fits within AgileAssets, while showing how it adds to the portfolio.

The result? A successful launch presenting a clear solution tailored to local governments.

UX improvements increase engagement

Good designers spend as much time listening as they do designing.

After hearing pain points from stakeholders, I created a new version of the Pavement Express webpage. Some highlights:

1. Better text hierarchy to increase readability
2. Clearer use of product screenshots
3. Clickable icons to break up text-heavy sections
4. Greater visibility of brochure
5. Product-specific contact banner

Once created, we A/B tested the original and new pages against each other. The results were striking: the new page increased duration per session to 09:36, compared to 04:23 for the original page, a 119% increase.

Display ads, improved by data

Tasked by the Chief Operating Officer with developing a campaign to promote Pavement Express, I designed digital ads that break through the clutter.

The first batch of ads—currently running—were divided into two categories:

1. Light, illustrative style, designed to humanize the brand
2. Bold, photographic style, designed to showcase the solution

As part of the iterative process, we then A/B tested and found the photographic style outperformed the illustrative one in most categories—valuable insight for creating the next ads.

Design, test, improve. A results-based strategy.

Innovation through interactivity

Gone are the days of boring PDFs that simply talk to the reader. Working with senior executives, product, sales, and marketing leaders, I designed 3 ebooks that let the reader guide the way.

• 5 Ways to Visualize Road Crash Risks and Mitigate Them
• How Optimization Works in Transportation Asset Management
• 7 Reasons to Integrate Your Pavement and Maintenance Management Systems

In an industry overdue for innovation, these are set apart for their interactivity—many internal jump links, button hover states, and pop-ups.

Strategic design for future add-ons

It pays dividends to create content that is scalable as design teams grow.

I designed these ebooks using a modular style with customizable layouts, streamlining the process for everything from incremental additions to entirely new ebooks.

Supporting content across touchpoints

Even the most innovative marketing content isn’t successful if it doesn’t get seen. Any campaign must be goal-oriented: to drive KPIs like views, clicks, or conversions.

That’s why for the ebooks, I created supporting graphics designed to tell a compelling story.

Engaging emails. Paid and organic social with eye-popping callouts. Webpages to entice action.

That’s design with the goal in mind.