Challenge
The primary challenge was to establish a strong, modern brand from the ground up while the company was actively growing. This involved:
• Creating a cohesive visual identity where none previously existed
• Redesigning the marketing website to clearly communicate product value and differentiation
• Establishing design foundations that could scale across marketing, product, and future initiatives
The existing website structure and content were largely unusable, making it necessary to rethink the page structure, information architecture, and wireframes alongside the brand work. The goal was not only to refresh the look and feel, but to position Opensend as a serious and credible competitor in a fast-moving SaaS landscape.
Over a period of several months, this work evolved into a full company-wide rebrand and website redesign, later extending into a visual refresh of the product interface and an ongoing design retainer.
Brand redesign
I led the complete rebrand of Opensend in close collaboration with the CEO, defining a cohesive visual identity that could support a growing B2B SaaS product and position the company competitively within the email resolution space.The goal was to move away from fragmented and generic visuals toward a brand that felt confident, modern, and credible without losing clarity or accessibility. The identity needed to work seamlessly across marketing, product, sales, and external partner channels.
Key contributions
• Defined the visual direction and core brand principles
• Designed a new logo and scalable visual identity system
• Established typography, colour palettes, layout rules, and visual hierarchy
• Created foundational brand assets and guidelines to ensure consistency across teams
• Created a consistent and scalable library of illustrations that could easily explain and represent the product - especially useful since much of the product was marketed and sold pre-launch.
• Built a flexible system that could evolve alongside the product and company growth
Outcome
The new brand provided Opensend with a clear and recognisable visual identity for the first time, creating a strong foundation for marketing, product design, and future expansion. It also enabled faster design execution across teams and external agencies by introducing a shared visual language.
Website redesign
In parallel with the brand work, I led a full redesign of the Opensend marketing website. Very little of the existing site structure was reusable, requiring a complete rethink of page hierarchy, content flow, and visual presentation.The website needed to clearly communicate product value, differentiate Opensend from competitors, and support conversion-driven growth initiatives.
Key contributions
• Reworked the site structure and information architecture
• Designed wireframes and page layouts aligned with the new brand system
• Led the end-to-end visual design of the website across all key pages
• Designed conversion-focused landing pages to support acquisition campaigns
• Collaborated with internal and external development teams on implementation
• Continued to maintain and iterate on the site as part of a long-term retainer
Outcome
The redesigned website presented Opensend as a credible and competitive SaaS company, improving clarity around product value and creating a strong platform for ongoing growth. Following the launch, I remained on a long-term retainer as the company’s sole designer, supporting continuous improvements, new landing pages, and evolving marketing needs.
Product UI — Visual facelift
Following the rebrand and website launch, I was asked to apply the new visual identity to Opensend’s existing product interface. The goal was to bring consistency between marketing and product, and to ensure the product experience reflected the same level of clarity and maturity as the updated brand.
My role focused on visual design rather than UX or interaction design. Working from existing wireframes and flows, I translated the new brand language into the product UI by refining typography, colour usage, layout, and component styling. This included defining visual patterns that could be reused across the interface, improving hierarchy and readability, and aligning the overall look and feel with the broader design system.
The result was a more cohesive and polished product interface that felt clearly connected to the new brand, without disrupting established user flows. This work laid the groundwork for future product development while maintaining continuity for existing users.
Outcome and on-going collaboration
The rebrand and website redesign established a clear and cohesive visual foundation for Opensend, positioning the company more confidently within a competitive and fast-growing SaaS landscape. The new identity was adopted across marketing, product, and external communications, creating consistency across all customer touchpoints.
Following the launch, I continued working with Opensend on a long-term retainer as the company’s sole designer and creative lead. In this role, I have supported ongoing website improvements, conversion-focused landing pages, marketing campaigns, sales materials, and internal presentations, as well as collaborating with both internal and external development teams on implementation.
This ongoing collaboration has allowed the brand and digital experience to evolve alongside the product, ensuring design remained aligned with business goals as the company scaled.
