Digital Brand Refresh
Product, Marketing and Branding
The Challenge
Impactfully was positioned as a tech-only service with limited market appeal, while Foundation Source's brand didn't reflect its evolving capabilities. Both brands needed strategic repositioning to unlock new revenue opportunities.
My Role: Design Strategy & Execution Lead
Goals
- Redesigning Foundation Source's digital presence to communicate parent and product brand value
Process
Brand Strategy
- Foundation Source: Collaborated with branding agency on parent brand direction
- Impactfully: Partnered with agency on product naming and identity development
- Integration: Established brand hierarchy between parent and product brands
Design Execution
- Created design system with reusable components
- Stress tested brand assets across digital products and website to ensure functionality
- Led digital implementation, validating brand elements worked seamlessly in our existing platforms
- Built digital brand guidelines and templates for both brands
- Led rollout across marketing, product, and development teams
What We Built
Private Client Advisors Showcase: Translating Customer Insights into Brand PositioningThrough customer research (phone interviews, in-product polls/quizzes with 200+ users), I identified that Private Client Advisors providing white-glove service were Foundation Source's strongest differentiator and most valued asset. Despite this insight, the existing website had no prominent presence of this offering. I developed messaging and created a dedicated digital presence that positioned this service as a core value proposition, ensuring prospects immediately understood our premium, personalized approach
Employee Spotlight Integration – Humanizing the Brand Through Authentic Content: Recognizing an opportunity to reinforce our people-first positioning, I repurposed internal "get to know our team" content from Marketing's employee spotlight emails and transformed it into website content. This showcased the actual advisors delivering white-glove service, building trust and emotional connection with prospects by putting faces and stories to our differentiator.
Impactfully Product Launch Page: Multi-Product Strategy & Market SegmentationCreated go-to-market messaging and content for Impactfully, our new self-service SaaS product targeting a different market segment than our 15+ year full-service offering. Developed clear positioning that differentiated the two products, crafted value propositions for each audience, and designed a comparison chart that guided prospects to the right solution based on their needs. This strategic approach opened a new market segment while protecting our premium offering.
Business Impact
Revenue Growth
- Impactfully design became foundation for Full Service product
- Continues to generate majority of company revenue
- Maintained 90% + customer retention rate
Enterprise Success
- Scalable brand system enabled Enterprise product launch
- Multiple million-dollar deals with major financial institutions
Product Scalability
- Brand system successfully adapted across 3+ product variations
- Reduced time-to-market for new initiatives