A complete rebrand and website redesign, consolidating 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 new brand was developed in 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. I also collaborated with the team leading visual identity evolution. Once the new brand name was solidified, 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. Findings informed a new sitemap for the unified brand that would enable ideal users to find the most relevant product or service line with minimal friction.
Upon sitemap approval, I created low-fidelity wireframes for each page. This guided content design and information architecture of each page of the redesigned website.
Phase 3
Content Design & Copywriting
I led content strategy and copywriting for the new OptimaFI website. The new website communicates the value of the unified brand to its audience across three key categories:
Growth Solutions
Credit Risk Management Solutions
Balance Sheet Management Solutions
It was also intentionally built to support the addition of new products and services as OptimaFI expands.
Phase 4
Post-Launch Support
The final step was providing go-to-market (GTM) support for OptimaFI as they unveiled the new brand. I supported the content strategy and was principal copywriter for:
Email campaigns
2x customer case studies
LinkedIn and Google ads
Sales enablement documentation
Event collateral for their live brand reveal
Image source: OptimaFI (LinkedIn)
Before
After
