Case Study
Branding Design, B2B Website & SaaS Brand Integration
Brand design, corporate website, and high-level strategic alignment for a SaaS/ERP platform focused on Rent-to-Own (RTO) contract automation in the modular building and trailer industry.
Impact: Ground-up B2B positioning | Integrated visual ecosystem | B2B lead generation architecture.
Client
ServicePad
Service Provided
Brand Identity, High-Converting B2B Website & Strategic Product Supervision
The Goal
Define and implement ServicePad's digital brand ecosystem for its market launch. The project required establishing a solid corporate identity from scratch in a conservative industrial sector, designing and directing a high-converting B2B web platform, and providing high-level oversight to ensure brand and visual coherence across their upcoming SaaS platform.
1
The Challenge
The modular building industry relied on paper-based processes, manual approvals, and fragmented workflows that slowed down deal closings. The main challenge was establishing an authoritative, modern brand presence in a traditional market while building a commercial website capable of communicating complex financial workflows clearly, all while maintaining strategic alignment for the SaaS product vision.
My Role & Leadership:
I created the entire brand identity from scratch and served as the Web Lead for the commercial website, driving the overall UI/UX structure, designing the visual system, and directing a multidisciplinary team of supporting designers, SEO specialists, and developers.
For the SaaS product and dashboard, my involvement was focused on high-level strategic supervision as a direct liaison to one of the founding partners. I provided executive-level advisory to ensure the platform's overall vision and direction stayed on the right track while the product and engineering teams executed the internal UI/UX and software workflows.
2
The Outcome
A complete digital presence built for market authority, conversion, and scalable brand implementation:
• Strategy & Visual Identity (Brand System — Lead Designer & Creator) Ground-up creation of the complete corporate brand identity. Defined the visual language, core color systems, typography, and foundational rules that served as the design basis for both commercial marketing and product integration.
• High-Converting Website (B2B Web Lead & UI/UX Direction) End-to-end design and direction of the commercial web architecture. Spearheaded user flow mapping for demo capture, structured messaging around operational efficiency, and directed front-end developers, SEO strategists, and supporting designers to deliver a high-performing B2B acquisition channel.
• SaaS Platform & Dashboard (Strategic Supervision & Founding Leadership Advisory) High-level review and strategic alignment directly alongside founding leadership to ensure the platform’s visual direction and overall experience remained consistent with the core brand vision, overseeing project progress at the executive level while the product team executed the SaaS interface.
• Event Booth Design & Concept Full conceptualization and visual design of the trade show booth, optimized for visitor flow and brand visibility. This included large-scale graphics, integrated product screens, and interactive podiums, all featuring the core brand visual system.
3
Overview
Note: Extract of visual components and assets configured exclusively for portfolio showcase purposes.
Explore More Projects
