Case Study
Branding Design, B2B Website & SaaS Product
Brand design, corporate website, and UI/UX direction 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 | < 10 min contract processing | Integrated B2B ecosystem | B2B lead generation.
Client
ServicePad
Service Provided
Branding Design, High-Converting Website & Digital Product Design
The Goal
Define and implement ServicePad's complete digital ecosystem for its market launch. The project required establishing a solid corporate brand in a conservative industrial sector, designing a web platform focused on B2B lead generation, and structuring the UX/UI architecture of a SaaS product capable of centralizing the administrative management of Rent-to-Own (RTO) contracts.
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The Challenge
The modular building industry relied on paper-based processes, manual approvals, and fragmented workflows that slowed down contract issuance. The main challenge was translating heavy, error-prone operational logic into an intuitive SaaS interface capable of reducing deal closing times to under 10 minutes without sacrificing documentary compliance.
My Role & Leadership
I led the project from its initial phase, executing the end-to-end brand identity and commercial website experience. During the initial SaaS launch phase (v1.0), I took on UI/UX Direction and product oversight alongside executive leadership; subsequently, after completing delivery and with the onboarding of new designers for ongoing platform maintenance, I conducted the design system hand-off to focus on new projects.
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The Outcome
A complete digital ecosystem was built, focused on conversion and process optimization:
• Strategy & Visual Identity (Brand System — End-to-End Execution)
Ground-up creation of the corporate brand identity aimed at conveying authority and technological capability. Design tokens, visual guidelines, and interface rules were defined to serve as the foundation for the entire ecosystem.
• High-Converting Website (B2B Marketing — End-to-End Execution)
Design of the web architecture and visual layout oriented toward demand generation, structuring messaging around financial benefits and clear user flows for B2B demo capture.
• SaaS & ERP Platform (Dashboard v1.0 — UI/UX Direction & Launch Supervision)
Supervision and strategic alignment of the administrative panel layout for market entry. Guided the visual hierarchy structuring for document tracking (color-coded status system), work order management, and closing workflow optimization to under 10 minutes, establishing system foundations and documentation before delegating ongoing product evolution to the incoming in-house team.
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Overview
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