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A behind-the-scenes look at how we helped a SaaS startup reposition and scale with a new identity.
Mendy Hammer
Sep 28, 2025
Introduction
From misaligned messaging to a complete identity overhaul — here’s how we transformed a growing SaaS brand into a market-ready powerhouse.
This article explores how industries worldwide are leveraging AI agents to boost efficiency, cut costs, and enhance customer satisfaction at scale.
The Challenge: A Great Product, A Dated Brand
When NovaTech, a promising SaaS platform for hybrid team productivity, came to us, they had a powerful tool — but a brand that wasn’t telling the story. Their visuals felt outdated, their messaging was too generic, and the website didn’t reflect the sophistication of their product.
They weren’t being ignored. But they weren’t being remembered either.
Discovery: Digging Deeper Than Design
We kicked off with in-depth stakeholder interviews, competitor analysis, and a tone/voice audit. What we uncovered was eye-opening:
Their audience wasn’t just mid-size tech companies — it included enterprise operations teams, remote-first HR managers, and startup COOs.
Their brand voice was too safe — lacking the clarity and confidence of the product experience.
Their funnel had friction — users were getting lost before booking a demo.
The Rebrand: Built for Trust and Traction
Messaging Hierarchy: We redefined their core value proposition to focus on outcome-driven language (“Workflows that work anywhere”).
Visual Identity: A complete overhaul — including a new logo, modern color palette, accessible type system, and icon library.
Voice & Tone: Friendly, smart, and confident. Less jargon. More clarity.
Design System: We created a scalable Figma-based design system for web, product, and print.
Website Redesign: Built on Webflow, Optimized for Growth
Strategic CTAs placed for demo and trial signups
Audience-specific landing pages
SEO-focused blog and feature pages
Lightning-fast load speeds (scored 96+ on Google PageSpeed)
"The new identity changed everything — from how we pitch, to how people perceive us. The results came fast, but the brand feels built to last."
— Hanry Muller, Head of Growth @ NovaTech
Key Takeaways
Branding is not just about logos — it's about positioning and performance.
SaaS companies need tailored funnels for each buyer type.
Voice and visual cohesion across all channels builds trust and conversion.
Webflow is ideal for scalable, performance-driven website builds.
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