One Designer. Every Surface.

Rebranding, rebuilding, and rethinking everything at a high-growth tech consultancy

Praecipio hadn’t updated its brand since 2006, and it showed. Visually and structurally, it looked like everything else in the space. But the company had outgrown that version of itself. It needed a brand that could match its momentum and stand out.

When I came in as Creative Director, the new logo and color palette had just been developed by the CMO and an external designer, but the rest of the identity hadn’t been built. I took it from there and led a full brand and marketing overhaul. Website, GTM strategy, campaigns, events, internal tools, sales enablement, and swag. I designed and developed a custom HubSpot CMS site, launched our go-to-market platform VISTA, and created internal systems that made design a functional, embedded part of the business.

Strategy & Foundation

We started by clarifying who we talked to and why they should care. I facilitated research and workshops to define:

• Audience segmentation and priority messaging

• Competitive advantages and whitespace

• Brand personality and voice traits

• Core characteristics and tone

• Boilerplate and long-form “about” content

• The company’s new value proposition

Visual Identity System

With the strategic layer locked, I designed a full identity system from scratch:

• Updated logo and lockups

• Typography system for print, web, and signage

• Color palette with accessibility and digital application in mind

• Visual devices, overlays, iconography, and brand textures

• A complete Brand Guidelines book for company-wide use

Website Redesign & Custom CMS

I designed and developed the website using a custom HubSpot CMS theme. This was a custom CMS built for lead generation, performance, and scale. It brought together disconnected systems while keeping the structure stable for future updates.

• Merged three separate content libraries into one cohesive, filterable system

• Built custom modules for solutions, case studies, blog, and lead capture

• Structured every page for SEO, content ownership, and long-term growth

• Fully responsive across viewports, fast, and easy to update

Organic Growth & SEO Impact

The results were immediate and measurable.

• +80% lift in monthly traffic (from ~100K to 180K+)
• 6,134 organic clicks in a single day (record high, no paid spend)
• Mobile sessions up 30% thanks to Core Web Vitals + UX improvements
• Bounce rate dropped, engagement time increased, and
• 90% of top-performing content drove traffic without paid promotion
• Targeted keywords ranked across Atlassian, consulting, and long-tail intent
• Content structure directly supported SEO, visibility, and conversion paths

VISTA GTM System

VISTA stood for Visibility, Integration, Strategy, Technology, Agility. It became the center of our GTM strategy. I built and launched the visual brand, structure, and messaging.

• Created the messaging system and visual identity for VISTA

• Wrote and designed campaigns like “What’s Blocking Your View?”

• Designed solution briefs, pitch decks, landing pages, videos, and one-pagers

• Developed visual systems that worked across every stage of the sales cycle

Sales Enablement Hub & Internal Tools

I built the systems that made the brand usable across the company.

• Created a central Sales Enablement Hub with all GTM content in one place

• Designed and maintained a digital asset library with standards and versioning

• Replaced piecemeal requests with self-serve access

• Used daily by Sales, Marketing, Delivery, and Executives

Campaigns & Events

We stopped fading into the background. Our event presence became impossible to ignore.

• Designed full event campaigns for the Atlassian Team event across three years

• Produced signage, loop videos, handouts, and booth collateral

• Created microsites and pitch decks for roadshows and executive briefings

• Delivered QR-driven campaign touchpoints for partner events and Web Summit

Swag & Apparel

Swag became part of our brand experience. I led design and production across every touchpoint.

• Designed apparel, mugs, notebooks, and stickers

• Built onboarding kits and event giveaways

• Created limited-run merch drops for campaigns and clients

• Clients wore the shirts. The team proudly represented it in meetings. It worked.

The Result

The brand finally reflected the strength of the business. The new identity helped us stand out, the website became a true growth engine, and VISTA gave Sales and Marketing a shared language they could use. Lead gen picked up, organic traffic surged, and internal teams stopped scrambling for decks and assets. We had a system that worked.

On the digital side, the numbers spoke for themselves:
Monthly traffic jumped 80%+ (from ~100K to 180K+), we hit a record 6,134 organic clicks in a single day, and mobile sessions climbed 30%. 90% of our top-performing content required no paid promotion. The SEO, CMS structure, and content systems delivered real, compounding growth, without a big ad budget.

Our brand identity wasn’t just decoration anymore; it became part of how the company operated, scaled, and won.