Sonatype Visual Rebrand
In 2023, Sonatype released a bold new website design, leaning into a new theme and attempting to tell the story of their products using space exploration and spacecrafts. My in-house design team was tasked with redesigning every asset in our portfolio to match this new concept.
The Story
As Creative Director, I led the creative vision and execution of the brand system redesign while also project managing the website initiative itself. I directed a small in-house team, collaborated with freelance video and illustration partners, and delivered key assets myself — including sales decks, datasheets, and templates. I also built a Canva-based system to enable brand adoption across internal teams and partnered closely with stakeholders in product, marketing, and sales.
I translated the high-concept web direction into a practical, scalable system that could extend across content and campaigns. I developed the creative vision and kept the team aligned through regular design reviews, shared templates, and an asset library. I reinterpreted the site’s gradients, color ramps, and structural motifs into modular layouts, icon systems, and layered illustrations. I also kept agency-delivered assets grounded in real product value, ensuring 3D visuals supported the narrative — not just aesthetics.
The Results
- Delivered 200+ redesigned assets: decks, datasheets, whitepapers, event materials, and more
- Achieved full visual consistency across website, marketing, product, and internal materials
- Drove strong internal adoption — teams across product, customer success, and comms integrated brand assets independently
- Served as the public face of the redesign internally, helping drive awareness and enthusiastic buy-in across departments
- Built a shared asset library and Canva template system, saving the design team ~12 hours/week
- Strengthened alignment between design, product, and marketing
- Brand system was adopted into product UI and Sonatype’s customer service portal
- Website redesign drove an 82% increase in conversion rate and 253% lift in MQLs
This project wasn’t just about matching the new look — it was about creating an operationally scalable system that helped the entire organization present as one brand. We delivered something bold, consistent, and highly usable — and I’m proud that our work helped turn a visual challenge into a cohesive, cross-functional success.
