Firstup: The intelligent communication platform
Leading creative direction at Firstup—shaping a brand that held together as the company grew, and building the systems that made that possible.
Role
Creative Direction / Design
Industry
SaaS / Technology
Team
Design/Video/Copy/Web
Problem
Following a major merger, Firstup quickly brought a new brand to market. Over time, shifting leadership and mixed messaging led to fragmentation across the brand and digital experience.
The website overemphasized product features, while the value to enterprise buyers—HR, Internal Comms, and the C-suite—was unclear. Legacy pages, inconsistent design, and lack of systems slowed execution and diluted brand recognition.
Solution
Led a holistic brand evolution focused on clarity, consistency, and speed.
Brand & Systems: Refreshed the visual style guide and built a modular design system with templated assets across web, social, webinars, and demand gen—enabling faster, more consistent execution across a lean team.
Website Transformation: Spearheaded a full website overhaul of Firstup.io—redefining the narrative from technical features to business value. Rewrote and redesigned 30+ pages in partnership with an agency and consultant, simplifying the user journey and aligning content to buyer needs. Wrote and produced a Firstup video to hightight the bueinss value to our core persona's as well as the end users (the employee). See Firstup.io
Creative Direction: Directed visual brand storytelling across key touchpoints, including a flagship brand video focused on solving the challenge of reaching every worker, and a website value video designed to immediately communicate platform value to enterprise buyers.
Campaign & Content Ecosystem: Elevated customer stories, campaigns, and demand gen assets into high-performing, insight-driven content that reinforced credibility and drove conversion.
Outcomes
A unified brand and experience that delivers across performance and growth.
Accelerated speed to market across campaigns and go-to-market initiatives
The website is converting users at nearly 2x the rate, delivering +94% increase in conversions and 5x growth in video engagement, +140% conversions from homepage, and driving deeper interaction across key buyer paths.
Customer stories section on the new site drove additional performance: Up to 14.29% conversion rate on paid ads directing to the customer stories
Focused healthcare content contributed to closing a $900K healthcare deal and supporting enterprise pipeline growth
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