Challenge

BatchService, a real estate data and tech company, needed a cohesive brand and web strategy. While they had logos for their suite of 4 business-empowering SaaS tools, their existing brand presence lacked clear visual standards — leading to inconsistent messaging and web experiences for their audience.Their goal was to establish unified brand guidelines and create a scalable design system for their 5 different products and websites.

My Role

I led a series of discovery sessions with leadership to define and distill BatchService's core company values into 5 key brand attributes—ensuring alignment with their B2B & B2C audience and a consistent brand voice. Using atomic UX design principles, I developed comprehensive style guidelines covering typography, color, imagery, and interactive UI elements. These standards informed the development of a Figma-based design system with 30+ reusable webpage components, simplifying future content creation and web redesigns.

Results

The updated brand and design system transformed their visuals from inconsistent to polished and professional. The new framework empowered their team to create content efficiently, even without a dedicated design team. One redesigned landing page built on this system saw a 78% increase in conversion rates—proof of improved alignment with their B2B & B2C audiences.