CORPORATE BRANDING / SAAS PLATFORM / SOCIAL ENGAGEMENT / B2B MARKETING / GTM / SALES ENABLEMENT / USER SUPPORT / INTERNAL COMMUNICATIONS
Venminder Rebranding and Marketing Transformation
I’ve reimagined third-party risk management with vibrant, engaging branding. Explore Venminder's branding that brings life to every element—from logos and datasheets to comprehensive educational materials and applications across their digital ecosystem.
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I led creative direction and managed a team of designers, motion graphics artists, developers, marketing, product managers and technical writers.
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I utilized tools like Adobe Creative Suite, Pendo, HubSpot, Zendesk, Ceros, and Wrike.
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I learned that SaaS software for B2B or enterprise clients can be an absolute blast. Who knew you could have so much fun with it?
I created a cast of characters (Venmonsters) that illustrated the real risks our clients faced every day, turning complex vendor management issues into visuals that were easy to grasp and remember.
By weaving storytelling into marketing, product, and support, the brand became both engaging and educational. It sparked internal excitement and showed up across swag, campaigns, and our biggest event of the year.
The result? A cohesive, creative brand experience that proved compliance can be both credible and fun.
B2B BRANDING
Venminder’s brand needed to stand out in a space known for being dry and conservative. Enter the Venmonsters — a playful, narrative-driven system that brought personality to compliance-heavy software.
Challenges
Enhance brand visibility and user engagement
Simplify complex topics for better understanding
Generate leads for B2B customers
Improve client retention
Creative Direction
Built, led, and mentored a dynamic creative team.
Delivered cutting-edge branding solutions, including websites, ads, and videos.
Integrated AI tools for competitive analysis and innovative imagery.
Marketing Campaigns:
Developed B2B marketing campaigns targeting SME and Enterprise audiences.
Created impactful product-focused datasheets, brochures, videos, presentations, and educational materials.
Implemented an inbound marketing approach to generate MQLs and support sales.
Branding Strategies:
Collaborated with cross-functional teams to craft branding strategies.
Ensured cohesive branding across Venminder’s application, HubSpot inbound marketing pages, and sub-brands.
Enhanced user experience with consistent brand image.
Introduced Venmonsters to the world.
Product Marketing:
Co-led product marketing with a detailed project roadmap.
Focused on creative assets for weekly go-to-market (GTM) activities.
Managed the creation of sales datasheets, interactive product tours, in-app announcements, and walkthroughs.
Educational Materials:
Worked with TPRM, BCP, cybersecurity, and compliance experts.
Created visually impactful materials for B2B and B2C audiences, simplifying complex topics into infographics, eBooks, whitepapers, videos, and webinars.
Developed a new look for the financial health assessment, one of Venminder's best-selling products.
User Support:
Led the creation of a comprehensive user support site.
Included help articles, video tutorials, and in-app walkthroughs.
Used storyboards and research to understand user pain points and streamline communication and support via Zendesk and Pendo.
The brand system unified site, support, sales, and product.
I made the platform feel on-brand with bold colors and clean design.
Sales Enablement for
SaaS Platform
Sales Tool That Converts
I didn’t just shape the brand—I built tools that worked. I led the design of sales enablement features that lived directly on the site, including a searchable product index with dynamic results to help users quickly understand our SaaS offerings. Visitors could dive deeper through resource pages and explainer videos, making the platform easier to explore and sell.
Let the Product Speak for Itself
I designed self-serve, interactive product tours that gave prospects a hands-on way to explore key features—no sales call required. These guided demos lived on the website and inside the platform, helping accelerate the buyer journey by showcasing value upfront. The result: faster decision-making, more qualified leads, and a smoother path to conversion.
Designing TPRM Education That Drives Leads
Fun Creative Ads That Converts—Built for SaaS
Employee Culture
These captivating creatures not only served our external branding purposes but also became a powerful tool for internal culture and talent recruiting.
We found that associating our employees with these characters allowed them to connect with the positive traits represented by each monster.
However, we also wanted to ensure that the Monsters reflected the real experiences of our employees, so we included traits like tiredness, confusion, and struggles with tasks. This humanized the Monsters and made them relatable to both our employees and our customers.
Results
Increased annual revenue from $7M to $47M.
Enhanced brand visibility and engagement.
Improved user experience and client retention.
Successfully stood out in the competitive compliance and financial sectors.
This transformation at Venminder showcases my ability to lead creative teams, drive innovative design, and deliver impactful marketing strategies that achieve measurable results.
Explore my work at Venminder—from branding to product design, engagement, and support.
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SaaS B2B Branding
Led the creative direction to define Venminder’s brand across all touchpoints, positioning it as a top TPRM solution.
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SaaS Product Engagement
Drove adoption of new features and modules with in-app guides, onboarding flows, and targeted comms.
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SaaS User Support
Redesigned the support center, adding tutorials, live training, and smarter in-app help to reduce tickets and improve self-serve.
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Revamping SaaS Design System
Built and scaled a cohesive design system used across Venminder, Venmonitor, and Vendiligence for UI/UX consistency.
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Venmonitor GTM Website
Designed and launched the go-to-market site with clear messaging, clean UX, and explainer videos to drive conversions.
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Fun B2B brand with Venmonsters
Expanded the brand with a playful mascot campaign to boost engagement and bring personality to compliance.
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SaaS Risk Monitor Product Design
Led UI/UX for Venmonitor, simplifying complex data into intuitive dashboards and risk visualizations.
