Sep - Nov 2017
Working with the CEO and Head of Marketing, I designed the Omnisend website. Additionally, I defined the brand's color palette and typography. These efforts significantly contributed to Omnisend’s brand identity, which remained largely unchanged until 2022.
The company I worked for decided on a bold transformation, including a name change, rebranding, and market repositioning. After several unsuccessful attempts with external agencies, I, as the sole in-house designer, was assigned to complete the project. In late 2017, I led the creation of a new marketing website for the Omnisend app.
So what is this Omnisend?That was the first question that we had to answer. I called the team for a discussion, interviewed the customers and also did a vast benchmark of the competitors to see how they were positioning in the market. The whole process took a while but was essential. Designing the website from scratch provided an opportunity to implement industry best practices and apply the mental model of atomic design.
After a few iterations, I created a fresh and clean new color scheme and font selection for the website. Omnisend needed to be simple, approachable, yet powerful and empowering. With that in mind, I designed a minimalist and light website.
I documented and organized design elements, guidelines, and usage instructions to establish a systematic and consistent design approach, creating the initial style guide for the website.
The creation of clear guidelines for the website helped maintain consistency throughout endless iterations, reduced guesswork for external and new designers and developers, and laid a foundation for the company's new brand identity.
This was merely the beginning. After having defined brand identity, now it was time to transfer it to the app itself.