The company decided to go through major positioning changes, because the brand name and design approach felt outdated, and didn't reflect the company ambitions.

It has to revision its core identity to stand out in a crowded market of B2B software development studios.

The brand team partnered with Pentagram to define the new brand and visual identity, built around a flexible "Dynamic V" (V for Vention) geometry. The logomark embraces the idea of an open gateway that leads to another dimension, visualized by lifting. Also, the logo can be activated in a flexible manner that pushes it beyond being a static asset.

While the agency proposed the new identity foundations, there were no clear recommendations on how to make it work and feel cohesive across all channels. So the brand direction was settled, but its character had yet to be built.

The main challenge was adapting the new identity into a working and consistent system for web and brand assets, and building guidelines that would actually help in our design workflow. Our Brand team (Design, Content, SEO, Dev, and more) united to relaunch a website without a defined system in place. Hundreds of pages has to be designed visually and structurally consistent.

During the first experimentation on the new website look, I started building a centralized design system that would scale the brand identity to digital usage, while providing guidelines for the design team and documentation for developers. These actions improved consistency long-term and reduced design-to-development time by enabling faster page production and fewer repeated UI decisions.​

To enable a quick rebrand rollout on the website, the design team had to scale up the production of pages while keeping design integrity across a large platform.

That's why we delivered a library of reusable website modules, where I contributed by designing responsive, interactive layouts, aligned with the new brand vision. This library created to be scalable, and enabled creation of new layout modules later. It helped our team to speed up the process of creating new pages and refurbishing old ones.

I collaborated with engineering to translate Figma modules into reusable CMS components. Developers built modular CMS block system so content team could construct and publish pages from premade blocks.
As a result, this system enabled rapid redesign and creation of pages, and accelerated ongoing content delivery. In the initial phase of pushing forward the new identity we delivered a 200+ pages website overhaul within a tight timeframe of 2.5 months.

Vention website and digital campaigns earned several Honorable Mentions from Awwwards for their design and execution, and also gained recognition from Webby, Readymag and Mindsparkle.