DemandJump Brand Refresh
Background
Demandjump is a SaaS tech startup based in Indianapolis that operates in the B2B service space. Their marketing strategy platform guides users on creating content to achieve higher search engine rankings (SEO), attract more customers, and boost revenue.
Joining the DemandJump team in the summer of 2022, I encountered a brand identity that lacked cohesion—a mix of outdated branding attempts with newer, unintentional elements. Recognizing the need for a solidified and relevent presence, the Marketing Director emphasized the importance of establishing a unified brand identity and updating the website to better compete in the market and resonate with customers.
Visual Identity
To address this challenge, I lead a comprehensive brand refresh. Maintaining the iconic logo and DJ Blue color, we adjusted typography, introduced a new color palette, defined a visual hierarchy, and incorporated new brand elements, creating a new visual identity as a cornerstone for the company to lean on in the future. To help solidify this refresh the team created new business cards, display booths, pop-up banners, and more.
Display Booth used for marketing conferences
Business cards using refresh visual identity
Pop-up Banner
General display ads
Virtual event display ads
New website landing page
The Website
The website overhaul process included a site audit, restructuring the sitemap, refining page content, wireframing, and testing layouts to align with the needs of marketing and sales. High-fidelity mock-ups were created for stakeholder feedback before development. Using Adobe XD for design and HubSpot’s Content Management System for development, I collaborated with the content writers to ensure cohesive messaging, resulting in a website that reflects the refreshed brand identity.
Left to Right: Our Team Page, Customer Stories, Content Marketing, Pricing Page
Website Pricing Page before and after
Custom icons made for DemandJump