B2B SOFTWARE WEBSITE TRANSFORMATION
A strategic website transformation to refresh the brand and strengthen its digital presence.
Website strategy · Creative Direction · Content · Project Management
A B2B software company, Paro Software, needed to transform an outdated website into a cleaner and more contemporary digital presence that better reflected its brand.
THE CHALLENGE
I helped lead the website renewal from strategy through launch, working closely with an external designer, copywriter, and web developer to translate the company’s brand and positioning into a cohesive digital presence.
MY ROLE
THE APPROACH
DEFINE
Finding the story the website needed to tell.
Shaping the website direction, positioning, messaging, and user experience to create a clearer foundation for the new digital presence.
DIRECT
Turning strategy into a cohesive creative experience.
Guiding key decisions around the website’s visuals and copy, from the hero concept and headline to reviewing, editing, and creating website content.
DELIVER
Bringing the pieces together.
Working closely with the designer, copywriter, and developer throughout implementation to refine the experience and carry the strategy through to launch.
BRAND LINE
Created “Draw. Design. Deliver.” to capture the product journey in three words.
HERO ANIMATION
Creative direction and collaboration with the animator.
EDITORIAL DIRECTION
Sharpening case study headlines and content to tell stronger customer stories.
BRAND COPY
Rewriting the company values to give each one a clearer, more distinctive voice.
FROM STRATEGY TO SCREEN
HERO HEADLINE
Clearer product positioning.
ARCHIVE CONCEPT
Using archival imagery to bring Paro’s history into its new digital identity.
IMAGE DIRECTION
Pairing product, people, and archival imagery to bring each brand value to life.
The result was a more confident and contemporary digital presence that better reflected Paro Software’s brand and positioning. The renewed website brought user experience, messaging, and visual identity together into one cohesive experience, creating a stronger foundation for how the brand presents itself online.
Have a story to tell?