A complete rebrand and website redesign. The successful project consolidated three organizations into one unified brand. The new website was strategically designed to hit the ambitious goal of +230% revenue growth within 3 years.
Phase 1
Rebranding
OptimaFI was born from the merger of Infusion Marketing Group, QwickRate, and IntelliCredit. The newly integrated brand was developed in close collaboration with the client and tested against ideal user groups as part of the name selection process.
I played an active role in brand name discovery, research, and user testing, while another team led visual identity discussions. Once the name was selected, I led product taxonomy discussions and the creation of a 75-page style guide governing brand usage.
Phase 2
Sitemap Planning & Wireframing
Ahead of the website redesign, I audited user journeys across the three legacy websites. I used my findings to create a sitemap for the newly unified brand that would enable ideal users to find the most relevant product or service line with minimal friction.
Once the sitemap was approved, I created low-fidelity wireframes for each page. This guided content design for the next phase and ensured that the information architecture of each page was thoughtfully created to facilitate engagement and conversions.
Phase 3
Content Design & Copywriting
I led content design and copywriting for the new OptimaFI website. The new website successfully communicates the value of the unified brand to its audience (community financial institutions) and is built to evolve as the product roadmap expands.
I also supported the client post-launch, by creating:
Sales enablement documentation
2x case studies created from live customer interviews
Ad campaign strategy + collateral for the industry event Acquire or Be Acquired 2026, where OptimaFI would unveil the new brand for the first time
Before
After
