Replatforming a major brand site with a fresh look

Jenzabar is a leader in the Learning Management System space. After they completed a rebrand with a separate agency, they needed to update their website and replatform it on Hubspot.

Challenge:

I was tasked with updating the look and feel of their website and over 100 sub pages. Also, they needed to move their static site to their Hubspot account.

Objective:

I had several objectives in this project. First, develop a design language to be used on the website and email marketing. Second, I needed to design and develop components and sections to be used throughout the website, starting with the header and footer. Third, I needed to update many pages and keep the look and feel consistent throughout.

Company
Jenzabar

Role
UI Design, Visual Design, Branding, Front-End Development

Timeline
February - June 2019

Tools
Photoshop, Illustrator, VSCode, Hubspot

The agency's rebrand defined a new logo, font set (Averta), and color pallette. The colors were bright and bold, targeted towards the vibrant and youthful energy of college students. They also included a new brand element: several variations of flowing parallel lines, representing both a butterfly's wings and the path it might take in flight.

I created an html style guide defining CSS styles for fonts, and designs for several CTAs and sections. This gave me a toolset I could pull from when I was setting up the components in Hubspot.

With that done, I started doing wireframes for every page and created a sitemap for review with the team.

With everything set to go, I went through the long process of setting up all the new pages in Hubspot.

As part of this contract, I also designed email campaigns and set up correspondence and automailers in Hubspot.

The site update, email campaigns, and marketing campaign resulted in a 44% increase in demo requests, and a 23% increase in conversion rates. I was glad to be a part of this major brand's update and help them achieve this bump.

Takeaways

I learned a lot through this experience. It was the first time I was tasked with setting up a site on Hubspot and found it a challenging project. If they had kept me on, I would have used analytics to further increase the conversion rate and refined the email campaigns.