rebuilding a company's entire web presence
the situation
Internet Creations was a Salesforce ISV with a portfolio of six AppExchange applications and a name that no longer described what it sold. The company decided to rebrand as Vicasso: new name, new identity, new positioning around service acceleration.
The website had to move with it. Not a re-skin: a complete rebuild, every page, while the business kept selling. I was the only designer, working inside the marketing team, which meant the design decisions were mine, and the content, positioning, and judgment of whether any of it was working came from the people around me.
what i made
Designed and built the site end to end in Webflow. Every page on the new site (product pages for six applications, success stories, resource hubs, ROI calculators) designed from the copy and positioning the marketing team developed, then built in Webflow rather than handed off. Designing and building in the same place is the only reason a rebuild this size was possible on this timeline.
Systematized what repeated, designed the rest to its own argument. A shared class system holds type, spacing, and color steady sitewide, so six products with six different audiences still read as one company. Repeating content runs on CMS collections: success stories, customer reviews, blog articles, all publishing from structured data rather than hand-built pages. Everything else got designed individually, because a page selling case deduplication doesn't need to be the same shape as one selling surveys.
Translated the technical into the obvious. Case deduplication and email-to-case routing are not naturally exciting. Every product page had to answer "what does this save me?" above the fold. That work carried through into nine explainer videos, infographics, and sales enablement PDFs, and into the video I edit for social and YouTube.
Shifted the site toward answer engines. When AI Overviews began absorbing B2B search traffic, I moved site and YouTube optimization toward answer-engine visibility, structuring content to be retrievable and quotable, not just rankable.
Extended the same system past the website. A company's web presence isn't only its own domain. I design the AppExchange listing visuals across the product portfolio and work with the team on the update cadence that keeps them surfacing high in listing search, and I produce the marketing emails in Salesforce MCAE, including the product release campaigns that go to the entire customer base.
what i'd tell you about it
The part I'm proudest of isn't a page. It's that the thing still holds together: six products, one company, five years of additions, and it still reads as one system rather than a pile of pages. That's what I mean when I say I design for the pipeline.