Web Design/UX
Website Brand Refresh
A six-month cross-functional project to refresh Cognism’s website design and messaging for the launch of our flagship product, Sales Companion — elevating the brand to appeal to mid-market and enterprise audiences.
Project Overview:
In March 2025, I led the Website Brand Refresh project for Cognism, a key part of the company’s biggest product launch since 2015 — Sales Companion. This initiative modernised our website’s look and feel, aligning it with our evolved brand identity and positioning for mid-market and enterprise customers.
This was a six-month project that involved collaboration across Product Marketing, Demand Gen, SEO, Design, Website, Video, and our web development partners to deliver a polished, sophisticated brand refresh that supported the high-profile launch.
The Challenge:
Our previous website design and messaging no longer reflected Cognism’s evolved brand positioning or the premium, enterprise-ready nature of our product suite.
Key challenges included:
Outdated visuals and styling that didn’t reflect the new Sales Companion brand.
Inconsistent modules and layouts across different product and campaign pages.
Website experience misaligned with our growing mid-market and enterprise customer base.
The refresh needed to balance speed with impact modernising the site without a full rebrand while preparing for the largest product launch in Cognism’s history.
The Approach:
I led the website refresh strategy and execution, focusing on:
1. Design & Development
Introduced updated colours, shapes, and imagery to create a more sophisticated and enterprise-ready look.
Led the design and build of new HubSpot modules, including interactive social proof blocks, animated content sections, and image accordions.
2. Messaging Alignment
Partnered with Product Marketing to integrate new product messaging.
Ran multiple Wynter surveys to validate messaging with ICP audiences pre-launch.
3. Cross-Functional Collaboration
Collaborated with Demand Gen, SEO, Design, and Video teams for new graphics, videos, and campaign content.
Worked with DACH and FR teams to localise updates across all website languages (English, French, and German).
4. Full-Site Execution
Refreshed all key website pages: Home, Demo, Pricing, Product, Customer, Blog, and campaign landing pages.
Managed pre-launch QA and led the launch-day rollout, ensuring a smooth release.
Execution Highlights:
Before & After: Delivered a complete visual and UX refresh across high-impact pages (Homepage, Sales Companion page, Pricing, Demo, all Product pages).
New Interactive Modules: Designed and developed multiple new HubSpot modules to enhance engagement and interactivity.
Global Rollout: Successfully updated content across English, French, and German sites.
Cross-Functional Launch: Coordinated website deliverables with PMM, Demand Gen, SEO, Design, Video, and Web Dev teams.
Results & Impact:
Sales Companion Launch Day Metrics:
17,535 page views — our best-ever single traffic day (+23%).
5% of visitors navigated to the Demo page.
5% of visitors navigated to the Pricing page.
247 visitors from organic social, contributing to 7 influenced leads on launch day.
Brand Perception:
Internal and external feedback praised the modern, enterprise-ready look of the new site.
Senior leadership commended the refresh for aligning Cognism’s digital presence with its market positioning.
More Projects
Web Design/UX
Website Brand Refresh
A six-month cross-functional project to refresh Cognism’s website design and messaging for the launch of our flagship product, Sales Companion — elevating the brand to appeal to mid-market and enterprise audiences.
Project Overview:
In March 2025, I led the Website Brand Refresh project for Cognism, a key part of the company’s biggest product launch since 2015 — Sales Companion. This initiative modernised our website’s look and feel, aligning it with our evolved brand identity and positioning for mid-market and enterprise customers.
This was a six-month project that involved collaboration across Product Marketing, Demand Gen, SEO, Design, Website, Video, and our web development partners to deliver a polished, sophisticated brand refresh that supported the high-profile launch.
The Challenge:
Our previous website design and messaging no longer reflected Cognism’s evolved brand positioning or the premium, enterprise-ready nature of our product suite.
Key challenges included:
Outdated visuals and styling that didn’t reflect the new Sales Companion brand.
Inconsistent modules and layouts across different product and campaign pages.
Website experience misaligned with our growing mid-market and enterprise customer base.
The refresh needed to balance speed with impact modernising the site without a full rebrand while preparing for the largest product launch in Cognism’s history.
The Approach:
I led the website refresh strategy and execution, focusing on:
1. Design & Development
Introduced updated colours, shapes, and imagery to create a more sophisticated and enterprise-ready look.
Led the design and build of new HubSpot modules, including interactive social proof blocks, animated content sections, and image accordions.
2. Messaging Alignment
Partnered with Product Marketing to integrate new product messaging.
Ran multiple Wynter surveys to validate messaging with ICP audiences pre-launch.
3. Cross-Functional Collaboration
Collaborated with Demand Gen, SEO, Design, and Video teams for new graphics, videos, and campaign content.
Worked with DACH and FR teams to localise updates across all website languages (English, French, and German).
4. Full-Site Execution
Refreshed all key website pages: Home, Demo, Pricing, Product, Customer, Blog, and campaign landing pages.
Managed pre-launch QA and led the launch-day rollout, ensuring a smooth release.
Execution Highlights:
Before & After: Delivered a complete visual and UX refresh across high-impact pages (Homepage, Sales Companion page, Pricing, Demo, all Product pages).
New Interactive Modules: Designed and developed multiple new HubSpot modules to enhance engagement and interactivity.
Global Rollout: Successfully updated content across English, French, and German sites.
Cross-Functional Launch: Coordinated website deliverables with PMM, Demand Gen, SEO, Design, Video, and Web Dev teams.
Results & Impact:
Sales Companion Launch Day Metrics:
17,535 page views — our best-ever single traffic day (+23%).
5% of visitors navigated to the Demo page.
5% of visitors navigated to the Pricing page.
247 visitors from organic social, contributing to 7 influenced leads on launch day.
Brand Perception:
Internal and external feedback praised the modern, enterprise-ready look of the new site.
Senior leadership commended the refresh for aligning Cognism’s digital presence with its market positioning.