Unbounce + Insightly’s unified brand identity
As Art Director, I led the unification of Unbounce and Insightly under a new umbrella brand, refreshing both into cohesive sisters while keeping their names intact — all within a tight four-month timeline.
Key Achievements:
Unified the organization following Insightly's acquisition.
Established clear guidelines, eliminating brand inconsistencies.
+33.7% Increase in conversions, new trial starts
Built a scalable design system that streamlines production and equips teams.
To get started, I scoped the project, aligned stakeholders, and mobilized the team.
Other key responsibilities:
Led brand strategy, design direction, and project management.
Defined and documented the design system and brand guidelines.
Managed contractors, the design team, and stakeholder presentations.
Guided the organization through the transition.
What began as a challenge became an opportunity to evolve the visual identity into a cohesive system where each brand’s strengths work in harmony—balancing Unbounce’s blue with Insightly’s orange, pairing modern typography with functional clarity, and using shape and motion to create a dynamic, scalable foundation.
We created a custom icon system to distinguish each product, using geometric shapes, color cues, and clear naming to keep the ecosystem consistent and easy to navigate.
The Brand and Product teams partnered to align the new brand with the customer experience, defining scalable color and typography systems to ensure consistency across all touchpoints.
To define the brand strategy, we combined employee and customer insights with visual audits and a clear view of each brand’s strengths and gaps, distilling it into a hybrid hierarchy, a refreshed personality, and a unified tone of voice to guide our design explorations.
Mid-project, the design system came to life, enabling us to brief three contractor teams and empowering a lean team of three designers to move fast toward launch.
+33.7% Increase in conversions, new trial starts
+33.6% lift in overall website conversion rate
In just three months, the team launched unified brand guidelines via Frontify, redesigned unbounce.com and insightly.com, and delivered a cohesive identity under Unbounce Go-to-Market Solutions. The refresh strengthened brand presence, improved site performance and conversion, introduced eight new PPC landing page templates, and fostered stronger cross-team unity.
The rebrand delivered a stronger user experience and performance lift, driven by refreshed visuals, messaging, and UX. Beyond design, it strategically aligned business goals, unified teams, and brought platforms together under one identity.
Thank you to the rest of the mighty team that worked on this project:
Ana Nieto - Interactive Lead Designer
Jorge Puebla - Visual Lead Designer
