The redesign that turned my internship full-time

BrandTotal was a MarTech startup that gave enterprise marketers visibility into their competitors' advertising. Its platform used crowdsourced panel data and machine learning to surface the social and digital campaigns rival brands were running, including the "dark," targeted ads that never appear in a public feed.

The customers were Fortune 1000 brand and insights teams (i.e. Samsung, L'oreal Paris, US Cellular, Colgate, etc.) who wanted to see what their competition was doing in real time, across all major socials with a mix of paid & organic ads. The company ran out of New York and Israel.

When I joined in late 2019 as a part-time design intern, the brand was dark and blocky, built around red and a signal-and-radar motif. It read closer to surveillance than intelligence. As the company matured and sharpened how it wanted to be seen, that identity started working against their story.

The product paired data science with creative marketing insight, and the brand only showed the cold half of that, darkly. The capstone was a full website redesign that had to carry a new positioning, present the products clearly, and tell the brand's story in a new voice. Landing it is also what turned my internship into a full-time role.

The concept came from what the product actually was: the symbiosis of art and science. The old identity signaled science alone, and ominously. So we moved to a high-contrast palette, a vibrant orange gradient flowing into teal, the warmth of creative work meeting the cool of data. It kept the sense of intelligence but dropped the menace, and gave the brand something modern and optimistic to stand on.

I contributed torefresh the brand identity around that idea, then fully executed the website redesign in Webflow. I worked hand in hand with the senior copywriter & B2B marketing manager, and reported to the CMO throughout. We shipped the full site in about two and a half months, and I handled the QA so everything could launch trustfully.

This site was my capstone project. Across nearly three years with the company, I produced the collateral that carried our brand day to day: the monthly industry report campaigns with their editorial reports, landing pages, email templates, and social, plus client-facing documentation, decks, and sales material. The through-line was consolidating a brand that had begun scattered, into something consistent enough to build a sustaining business on.

The redesigned site became the brand's public face and gave our positioning a home, art and science in place of radar-red. Delivering it is what moved me from part-time intern to a full-time designer, a role I held while continuing to shape the brand forward.