case study
Viafoura
Viafoura is a SaaS B2B company that provides an end-to-end solution to turn your content into a subscription magnet. It helps you attract loyal subscribers more quickly and convert more of your traffic.
At Viafoura, I developed a distinctive brand evolution and collaborated with marketing and sales to create high-converting, strategically aligned assets.
Viafoura’s Brand Evolution
Here is an example of a brand identity I created for a Toronto-based startup in 2016. The previous branding was dark-themed with low contrast, making it unapproachable. The client wanted a modern update with a sense of authority. Viafoura enhances content engagement to drive subscriber loyalty. With a variety of products, Viafoura helps you understand your audience to better serve content.
As a full-time employee at Viafoura, I was tasked with a rebrand and website rebuild. This was followed by an extensive evaluation of the buyer journey at the top of the funnel to enable data-driven marketing and sales decisions.
Logo Design
Viafoura (which means ‘forum for the people’) and their philosophy was surrounded by the idea of the ‘engagement ladder’ to help guide your audience grow from the simple ‘lurker’ (just consuming content without engagement) to fully ‘engaged users’ that consume, share and engage with your content. I was able to incorporate this philosophy with the ‘V’ to create the emblem.
Compared to their old logo, the new logo was brighter and more inviting than the darker logo that had multiple colors and carried a heavy dark theme. With the new brand identity, Viafoura was able to achieve better brand recognition at trade show events, the color reduction in the logo and removal of the ‘dark-mode’ allowed for more application and the overall new logo represented Viafoura’s core values more than the previous.
Website re-design
Following the rebrand, the website design aimed to clarify product offerings and create a more inviting, community-focused experience.
We adopted a lighter theme (as the target audience is not developers) and used the vibrant new red sparingly to make it feel more special. Additionally, by highlighting the product and its functionalities, we improved how new users understood the offerings compared to the previous version.
previous website design
updated website design (2016)
Buyer Journey
For a Saas B2B company, the buyer journey can be complex and a lot of touchpoints.
My main goal was to help the sales and marketing team map each touchpoint at the top of funnel and fill the sales funnel.
Guessing what prospective buyers were looking for was not performing. I helped map out which asset at specific points, how users were served each asset and where each asset lead to, fully tracked of course!
This helped eliminate one-touch/dead-end experiences and identify gaps in content.
A/B testing was also my main go-to to for website content.
Examples of tests
Location: users tended to engage with content further up on the page but cramming a lot of content and CTA’s there drove worse conversions
Design: I always tested out a variety of styles for CTA’s including color, motion, and copy
Paths: Even proven paths tended to trend down when the industry is always changing and testing out different assets (at similar stages in the sales funnel) helped give insights into where the industry was going
Parting thoughts
Helping marketing and sales enablement move buyers closer to a sale was both challenging and enlightening. It demonstrated how user experience can influence users' intentions and decision-making. Implementing an automated path based on users’ interactions with marketing and sales content reduced the need for manually email individual document and boosted the company’s revenue targets.
I will always have the buyer’s journey in mind moving forward.