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Brand Systems & Storytelling
How I built a visual language for a technical SaaS product from the ground up
What this covers
Branding
Website Design
Responsive Design
Animation Design
Motion Design
Storytelling
The challenge
When I joined Ellipsis Drive, the logo and a handful of primary colours existed. Everything else needed to be built.
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The product was solid and the team was growing, but the visual identity hadn't been developed. There were no rules for typography, no visual system for campaigns, no guidelines for how the company should look or sound across different surfaces. Every new asset was a fresh decision made from scratch.
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The goal was to build a brand that felt clean, fresh, and trustworthy. One that could look unique and stand out in front of technical decision-makers without looking like every other SaaS company.
The impact
Ellipsis Drive's LinkedIn reached nearly 4,000 followers, built on a consistent and recognisable brand presence created from the ground up.
The redesigned website contributed to a 38% sales increase, with the sales team using it directly in their demos.

The process

Brand Foundation
The first thing I built was the brand guide. It covered everything from mission and logo usage to colour palette, typography, and the visual style principles that every asset would be built from.
Website Redesign
The old site did its job, just not particularly well. It looked like a template because it essentially was one.

The redesign wasn't just a visual refresh. It was the brand system applied at full scale for the first time. Every section, every typographic choice, and every interaction was deliberate. Each one expressed what Ellipsis Drive actually is: a technically precise product built for people who know their domain and expect you to know it too.
Visit the live site
THE OLD WEBSITE
THE NEW WEBSITE
Making Technology Visual
Spatial data is not easy to explain. Most people outside the industry have no frame of reference for what it means to manage, share, or analyse geospatial content at scale.

Animations and diagrams became the primary tool for closing that gap. Each one was built around a single concept to make a technical idea legible to someone encountering it for the first time, without dumbing it down for the people who already know it well.

Want to create something together?

Whether you have a project in mind or want to discuss design trends, I'm here to listen and collaborate. Feel free to reach out!