Brand & web design system for a SaaS client portal
Challenge. Opportunity
Clinked commercial website and content were outdated and back-end was owned by external contractor (WP). Marketing asked me to create a fresh website, a new brand and all-new product visuals.
Role & Contribution
Replaced an unmanageable WordPress site with a scalable Webflow system — giving the marketing team full control for the first time.
Structured the delivery into four strategic layers and created scalable templates for each: brand experience, product visuals, seals of trust, and navigation optimized for conversion. The design system addresses all three levels of user experience — visceral, behavioural, and reflective.
Sole designer in a team of four (me, Marketing, Webflow dev, and SEO).
Branding concept
Client Portals need to accommodate a wide range of complex user goals and workflows across industries, and at the same time they need to appear intuitive and friendly. This branding concept addressess the visceral level of design, as visitors need to learn Clinked's brand in an instant. These visuals always appear in the hero sections of landing pages.
Product visuals
The product visuals address the behavioural level of design — they suggest the product is flexible, pleasurable and easy to use. They appear in all website pages.
Seals of trust
Whether they are standards Clinked is compliant with, integrations, awards or social proof, the role of these seals of trust is to address the reflective level of design — to consistently give users assurance the product is a reliable choice.
Information Architecture components
Information Architecture components were designed to facilitate the prospect journey in alignment with the marketing strategy. Their role is to uncover the wealth of Clinked's features and integrations, eliminate doubt ("is Clinked really my best option for Client Portal?") and facilitate progress towards demo bookings.
Page templates
I've used an atomic approach to content and CMS, building reusable components into four types of templates covering any future content requirements (global, features, use-case, and special).
