BlueSnap Brand Evolution

Challenge

BlueSnap's brand hadn't been touched since its startup days. What started as scrappy and functional had become inconsistent across every touchpoint: the website said one thing, social said another, landing pages and email templates each felt like they belonged to different companies. Product marketing assets were all over the place. None of it reflected where the company actually was or where it was headed. The bigger problem was the website. Sales used it as their primary selling tool, and it wasn't keeping up. Prospects were bouncing, not staying long enough to understand what BlueSnap actually offered. The brand needed to catch up to the business, and the website needed to start pulling its weight as a sales asset, not just a brochure.

Approach

I started with an audit of every customer-facing touchpoint to understand exactly how fragmented the brand had become. The website, social profiles, landing page templates, email templates, product marketing collateral: all of it, side by side. That audit made the scope visible and gave leadership a clear picture of how inconsistent the experience was for prospects and customers. From there, I developed a streamlined brand system that could work across every channel without drifting. Updated visual language, tighter guidelines, and a set of templates that made it easy for the team to stay on-brand without running every asset through me. The website redesign was the centerpiece. I restructured the information architecture, redesigned key pages with the sales team's workflow in mind, and rebuilt the experience to keep prospects engaged longer and moving toward conversion. Every design decision tied back to the same question: does this help sales close?

Website redesign

Social

Display/retargeting

Social profiles

Product marketing support

Tradeshow booth

Tradeshow booth

Results

The redesigned website cut bounce rate by 35% and increased time on site by 40%, which meant prospects were actually staying, reading, and exploring the product. The streamlined brand system brought consistency across hundreds of migrated assets, giving the company one cohesive identity across every channel for the first time since its founding.