Brand Identity · Web Design · 27 Pages · 5 months
Role
Head of VisualOS GrowedIn Digital
Solo designer leading all design operations, information architecture, brand guidelines, marketing collateral
Key Outcome
80% first-iteration approval rate across 27 pages
Expanded GrowedIn's web presence into comprehensive multi-service platform with structured IA and cohesive brand system
Client & Context
LinkedIn personal branding agency that specializes in offering services like LinkedIn ghostwriting & profile optimization for C-Level Executives, Founders & Entrepreneurs
The Problem
Limited web presence: Previous website didn't support multi-service positioning or scalable content strategy for Google Ads and lead generation
Goals
Build scalable web platform: 27-page website with organized IA supporting multiple content types (services, blog, newsletter, case studies, lead magnets)
Establish brand foundation: Refine logo, define color system, set typography guidelines, create business cards and sales decks
Enable marketing operations: Design structure optimized for Google Ads, SEO, and conversion-focused landing pages
Stakeholder Alignment
Coordinated with founder and COO across 5 months to define project scope and priorities:
Founder Collaboration
Aligned on business goals: Position GrowedIn as full-service agency vs. boutique design studio
Defined service categorization: Web Design, Branding, Development, Digital Marketing
Established content strategy: Weekly blog cadence, quarterly case study releases, monthly newsletter
COO Partnership
Identified sales collateral needs: Business cards for networking, pitch decks for client presentations
Confirmed lead generation requirements: Service-specific landing pages, contact forms, CTA optimization
Reviewed marketing operations: Google Ads landing page structure, conversion tracking setup
Development Team Coordination
Defined CMS requirements for blog and service pages
Established component library for rapid page creation
Confirmed responsive breakpoints and performance benchmarks
Outcome: Unified vision across stakeholders prevented scope drift and ensured design decisions supported business objectives
Information Architecture & Sitemap
CMS structure for services and content enables non-designer updates. Industry-specific landing pages support targeted Google Ads campaigns. Hierarchical navigation prioritizes user goals: Learn (Blog) → Explore (Services) → Engage (Contact).
Brand Identity Development
Refined the upward arrow symbol to represent growth and digital elevation while maintaining brand recognition. Explored multiple logo variations to ensure flexibility across touchpoints—from website headers to business cards to social media avatars.
Final Logo System:
Primary lockup (symbol + wordmark): Full horizontal version for website headers, email signatures, presentations
Stacked version: Symbol above wordmark for square social media profiles and compact spaces
Symbol-only mark: Standalone arrow icon for favicons, app icons, loading states
Wordmark-only: Type-only version for constrained horizontal layouts like email footers
Monochrome variations: White on dark, dark on light, single-color versions for print applications
Primary Palette:
Teal (#14B8A6): Growth, innovation; primary brand color for CTAs, links, and key UI elements
Dark Navy (#1A2E35): Trust, professionalism; used for text and dark backgrounds
Yellow (#FFDA56): Energy, optimism; accent color for highlights and secondary CTAs
Light Blue (#F4FBFE): Clean backgrounds; maximizes readability
Typography:
Selected Satoshi for headings to deliver modern geometric character with strong personality, paired with Figtree for body text offering high legibility optimized for long-form content and multi-device readability.
Delivered Outcomes
Scalable infrastructure: 27-page website with CMS for services, blog, and case studies—enables content updates without designer involvement
Approval efficiency: 80% first-iteration approval rate across all pages—minimized revision cycles and maintained 5-month timeline
Marketing enablement: Landing page templates and structured IA support Google Ads campaigns and SEO strategy
Brand cohesion: Complete brand guideline system ensures consistency across website, business cards, and sales materials
Operational assets: Business cards and 5 presentation decks provide sales team with professional collateral for client acquisition
What Worked
Structured information architecture
Creating comprehensive sitemap upfront (27 pages mapped before design) prevented scope creep and ensured logical content hierarchy
Reusable component system
Building 8 template types with shared components enabled rapid page creation—reduced design time per page from 3 days to 1 day average
Brand guideline documentation
Empowered marketing team to maintain consistency across future collateral without designer review
What I'd Improve
Performance optimization earlier
Could've established image optimization workflow (WebP format, lazy loading) during design phase—would've prevented post-launch performance issues
