About the project

Unifying the brand of three SaaS products

Client

BitTitan

Year

2021

In 2021 BitTitan had three powerful products with separate portals and marketing websites. As a result, customers were often confused about the company 's brand identity, and not aware of BitTitan's other products.
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BitTitan needed a single unified customer experience, and to reduce the strain three siloed brands was putting on the design team. My task was to lead the design team in building a unified visual identity, which would empower BitTitan's growth for years to come.

Process

Strong foundations for a growing brand

-75%

Estimated design work-hours on repeat work

+1400%

Estimated traffic to Perspectium & Voleer products

+80%

Estimated unbranded SEO traffic

23%

Estimated improved Bounce Rate

BitTitan's brand update maintained each brand's existing equity as part of a monolithic brand structure. BitTitan was the core entity, with simple color and icon variations for each product.

After I established the foundational elements of the brand, the design team began building a BitTitan Design Language. This system empowered our team to share assets, reduce rework, and outsource projects while maintaining brand cohesion. Brand foundations, graphics use, and core UI components would look and behave the same across all marketing collateral and 20+ BitTitan domains.
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Our graphics strategy focused on conveying personal connection and confidence in our products. Graphics prominently featured real customers, ITSP partners, and the BitTitan team members who build & support the products. Mockups of the products themselves were built reusing the components from our new UI kits.

A new website showcased all three products and their value as combined business solutions. This would significantly increase the traffic to our junior products, and unified efforts such as localization and SEO.

UI kit items for form fields and selections

UI kit items for alerts and notifications

One of my tasks for the BitTitan Design Language was building a UI kit to standardize the customer experience across all marketing, product, and support sites.

Presenting the brand update strategy and implementation plan.

Scoping work for branded graphics production

Breaking down the design team's approach to scalable graphic systems.

Results

Cancelled at the 11th hour

"

Nothing is more expensive than a missed opportunity."

H Jackson Brown,
American Author

Shortly before launch of the unified brand and website, BitTitan was acquired by a company who was not interested in a scalable design system or global BitTitan brand. The project was cancelled, and some of its assets were incorporated into other projects.