Role: Marketing / Creative Direction / Developer
Timeline: 3 Months
Platform: Web/Mobile/Print
Overview
Seesaw had developed a powerful software solution, but their visual identity was lagging behind their technological innovation. As they prepared for a significant growth phase, they recognized that their existing brand presence was disjointed and failed to communicate their market maturity.
I was brought on to execute a comprehensive rebranding initiative. The goal was to move beyond a simple logo refresh and engineer a cohesive, scalable visual ecosystem. The scope encompassed every external and internal touchpoint—from a high-converting marketing website to the slide decks used by the sales team every day.
Challenge
The primary challenge was brand fragmentation.
Over years of rapid product development, Seesaw had accrued a patchwork of visual styles. Marketing materials didn’t align with the product interface, and sales teams were creating ad-hoc presentations that strayed far from core brand guidelines. Additionally, the company lacked a centralized “source of truth” for their assets. Employees wasted time searching for the latest logos or recreating documents from scratch, leading to inefficiency and brand dilution in the marketplace.
The new system needed to be:
- Modern & Credible: Reflecting the sophistication of their SaaS offering.
- Versatile: Functioning seamlessly across digital screens and physical print materials.
- Usable: Easily adoptable by non-designers within the company for daily operations.
Solution
My team approached this by building a scalable design system first, then rolling it out across high-impact assets. The focus was on creating a unified visual language that balanced digital flexibility with professional reliability.
Key deliverables included:
New Website: I designed and developed a completely new marketing website. The site serves as the cornerstone of the new brand identity, focusing on clear user journeys, optimized conversion funneling, and a modern aesthetic that builds immediate trust with prospective enterprise clients.
Internal Enablement & Documentation: To ensure long-term consistency, my team overhauled internal documents. This included creating standardized letterheads, memo templates, and internal report structures that aligned with the new identity.
The Asset Library & Sales Enablement: We moved beyond static guidelines to create a dynamic library of usable assets. This empowered the sales, product marketing, curriculum and HR teams to work autonomously while staying on-brand. This included:
- Presentation Decks: Master pitch decks and modular slide templates for sales and investor meetings.
- Stationery: Redesigned business cards and physical branding materials for conferences and networking.
- Marketing Collateral: A suite of digital and print-ready flyers, one-pagers, case study templates, digital ads, and social media graphics.
Impact
The rebranding successfully transformed Seesaws’s market presence from a scrappy startup to a mature industry contender.
By consolidating their visual identity and providing accessible tooling, we achieved:
- Brand Coherence: Achieved 100% visual consistency across all customer-facing touchpoints, from the first website visit to the final sales handshake.
- Operational Efficiency: Reduced the time internal teams spent creating sales materials by providing robust, easy-to-use templates.
- Elevated Perception: Provided the sales team with professional, high-quality collateral that matches the caliber of the software they are selling, aiding in closing larger enterprise deals.
