2023
New brand and site, traffic up 94%
Traffic rose 94% and conversion rate rose 74% in the year after I rebuilt Helion B2B's site, compared with the year before.
Context
Helion B2B was a startup at the time. I was the only designer on their new brand and website: creative assets, premium content, and a site built from reusable blocks. External consultants helped set the brand strategy. I designed and shipped everything after that.
The problem
Helion's old site held the marketing team back. Every new page needed a developer, campaigns launched slowly and the site made Helion look less credible to clients.
My hypothesis: If the brand and site come from one set of reusable blocks, the marketing team can build pages and campaigns without a developer.
What I did
I built a Figma design system with reusable components before I touched a single page. That gave the team real design to react to from the first meeting.
That choice changed how the project ran:
We saw what worked and what didn't right away, instead of waiting for a full page to judge it.
A fix in one place fixed it everywhere. No need to update the same button on ten screens.
Handoff was clean. Developers built from the same components we had already tested in meetings.
Once the site shipped, I kept producing the content and creative assets Helion needed to run campaigns: case studies, event graphics, and paid social creative, all built on the same visual system.
The project failed fast where it needed to and finished ahead of schedule. Rare for a rebrand and a full site rebuild.
Once the site shipped, I kept producing the premium content and creative assets Helion needed to run campaigns: case studies, event graphics, and paid social creative, all built on the same visual system.
The outcome
The project failed fast where it needed to and finished ahead of schedule. Rare for a rebrand and a full site rebuild.
Traffic: up 94%
Conversion rate: up 74%
Both numbers compare the year before the redesign to the year after.
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