COSYLAB - BRANDING & WEBSITE
One brand for 8 business domains
Founded in 2001, the company had carried the same core branding for over two decades. While there were a few minor updates, the identity no longer reflected its growth and evolving direction. With a total of eight divisions and a renewed vision, it was time for a full rebrand.
UX Research
IA
Website
Branding
Marketing & Sales
B2B
My role
Lead Visual Designer
Project Manager - Website
Deliverables
Website
Marketing Collateral
Sales Toolkit
Team
Marketing Dept.
Product Managers
Website Agency
Branding Agency
Timeline
2023 - 2024
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Challenge & Approach
Who is this really for?
The new brand isn’t only for the prospective clients. It is equally for the people of the company: employees. A big change overnight can be frustrating, so I prioritised empathy and usability by preparing ready-to-use materials before the launch.
Stakeholders 101
With eight business domains and various collaborators (technical writers, marketers, PMs, and external agencies), I organized responsibilities, delegated tasks, and kept everyone aligned on one core question: Why do we do what we do? My goal was a unified brand voice that reflected the company’s evolved vision.
TLDR: Designing with Engineers
Designing in a tech-driven culture meant adjusting my communication style. I took time to listen, understand engineers perspective, and reframe suggestions. By showing the impact of concise messaging, I made sure the content was clearer for the users.
Empathize & Define
To understand the brand's new direction and user expectations, I facilitated stakeholder discussions on how they feel about existing website and design toolkits.
Pain points
How might we communicate our new brand identity while making technical information more accessible to diverse users?
Ideate & Prototype
Competitive audit
Competitor #1
Clear domain presentation
Breadcrumb navigation
Limited search function
Some segments have unique URL
Competitor #2
Refined reference projects
Nested menu
Solutions and markets listed separately
4 clicks to see competences
Competitor #3
Captivating landing page
Text heavy
4 clicks to reach detail page
CTA not visible
Competitor #4
Brand consistency
Simple landing page
5 clicks to reach detail page
Difficult to navigate
Prioritization matrix
Must have
All domains and services
Advanced search function
Bold design
Clean landing page
Nice to have
Breadcrumb navigation
CTA on navigation bar
Eight domain intro and summary on landing page
Chips for categorization
Can have
Event subpage
Event banner on landing page
Animation
Won't have
Nested menu
Media page
Key features
Lean IA
Advanced search & filter
Filter by chips
Result
Brand-aligned, user-centric website built on a clear information hierarchy.
Content architecture accommodating both technical and marketing narratives.
Complete set of rebranded sales toolkit and marketing collateral.
Projected
10%
increase in qualified inbound inquiries
Bounce rate reduced to under
25%
across all domains
Users reach subpages in fewer than
2 clicks
in 7 out of 8 business domains
Key takeaway
Consistency
Launching a new brand is just the beginning, and making it stick requires consistency. To establish the brand quickly, we used bold visual elements (prominent logo, bold pattern) and ensured all teams adopted new templates within a strict 3 month timeline. This demanded careful planning, coordination, and attention to detail across the entire organization.
Empathy
I listened to concerns and helped bridge the gap between employee sentiment and leadership vision. By encouraging marketers and designers to become brand advocates, we gradually gained interest and acceptance from colleagues.
Perseverance
Internal resistance is part of any major change. By being empathetic yet pragmatic, I was able to focus on what mattered and keep moving towards the goal. Ongoing brand rollout efforts, such as cool merch and internal campaigns, helped create an emotional connection and plant a seed of affection.
Next step
SEO and GEO optimization
If the website can’t be found, it can’t deliver value. Effective SEO and GEO targeting require time, consistent effort, and specialized knowledge. The next step is to either hire an external expert or invest in upskilling the internal team to improve visibility and long-term performance.
CTA management
While CTA buttons were linked correctly, tracking and performance analytics were lacking. To optimize conversion, regular monitoring and maintenance should be implemented, ensuring CTA data is actionable and aligned with business goals.
Sophistication of visuals
The rebrand launch intentionally used bold, attention-grabbing visuals to make an immediate impact. As the brand matures, the design system should be refined toward a more sophisticated, cohesive visual language to support credibility and long-term brand growth.
