Website and Promotional Materials for SaSS Startup

I created comprehensive marketing materials for the software as a service (SaaS) startup Orbifold AI, including website, logo, and promotional video. During this period, the company gained $5 million in funding. My website redesign increased average engagement time by 561%.

Establishing a brand identity

When I first came on, Orbifold AI didn’t have a style guide developed yet. There was a very rudimentary logo, and shades of blue were used in marketing material more often than not, but other than that nothing was set in stone. The website needed to be overhauled to look more professional, especially since Orbifold AI was seeking venture capitalist funding.

Logo design

I spoke with the CEO and CTO about what they wanted Orbifold’s branding to convey. These are keywords I pulled out of our conversation:

The one that stood out to me was the idea of the manifold, a mathematical term meaning a a topological space that locally resembles Euclidean space near each point. Stakeholders wanted customers to be “at the center of a multi-layered company universe.” That was unique and different, so I used that as my starting point for logo design.

In the end, stakeholders decided that they wanted something similar to their existing logo, so I created this version where the O visually references a mobius strip (a type of manifold) and had the rest of the company name in it.

Creating a professional website in Webflow

When designing for the new website, I balanced a few different goals. Overall, the new website should look professional, spark interest in the technology, and have prominent calls to action for lead generation.

Most of the text was provided to me by stakeholders. I worked with them to create the layout of the website.

Stakeholders wanted the website to build trust in their expertise in order to gain customers and funding. At the same time, their current customers and projects were confidential, so it wasn't feasible to put testimonials on the website. I resolved this by including a section listing previous big-name projects that the founders had worked on and a list of current public backers funding Orbifold AI.

I posted blog articles to the site. Webflow CMS was too inflexible for the intended content posts might have, so I decided to create each page manually.

Promo video

Other startups in the same industry often had promotional videos embedded in their websites. The CEO wanted to have something to match.

I didn’t have a lot of direction over the content of the video, so I decided to create a brief demo of the main service Orbifold AI offered with a little bit of explanation on how it worked. It was important to keep a balance between getting potential customers interested enough to contact Orbifold AI without revealing too much about the company’s innovative technology to competitors.