Introduction
Scope of Work
Product Marketing & Brand Strategy
Client
onPhase (formerly DocuPhase)
Challenges
Bridging the Perception Gap.
The real challenge was a "perception gap." The brand had over two decades of established trust, but the visuals felt stuck in the past. We were competing against agile, modern startups, yet our assets didn’t always reflect that energy. I had to maintain our enterprise authority while completely refreshing our look under tight deadlines. Furthermore, I wasn’t just designing for aesthetics. I had to answer to weekly KPIs and A/B testing results, meaning every creative choice had to prove its worth through real user engagement.
Solutions
Design That Performs.
I tackled this by building a design system that worked as hard as our sales team did. I moved away from "one-off" designs and created a scalable visual language that unified everything from our webinars to our internal culture. I became obsessed with the data, using testing insights to refine our ad creative and web graphics until they performed at their peak. By the end of the rollout, we didn’t just have a new logo; we had a cohesive, high-performing brand engine that felt professional from the first click to the final sales deck.
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