Bringing Penny to new heights
Penny provides a tool to help direct sellers manage their businesses efficiently. It offers automation, task management, and customer relationship features to simplify workflows.
Types of projects
Web Design • Video • Content Design • Campaigns • Illustrations • Motion Graphics
Industry
B2B SaaS • B2C SaaS • Direct Sales • CRM
Brand evolution
Penny’s visual brand needed a refresh to align with its new marketing directive: For direct sellers, Penny is the place where they can find the support that they need to help in their business, either via the app itself or the educational content that is made available to them.
For brands, Penny is the innovative solution that can boost their sales in an industry that often hesitates to employ technology.
Visually, this translated into a clean, modern and approachable look, fun illustrations and just a little bit of fairy dust ✨
Website
Penny’s new marketing approach meant that we needed many new pages for the website: some to support direct sellers understand the product, learn skills to help them in their sales, and to showcase their success. Other pages aimed for brands to visualize the value of what Penny has to offer, foster trust in the platform, and gather insights about the industry.
For this, I completely restructured the website and its navigation, redesigned all pages and created brand new product images and animations.
Content for brands
Penny’s strategy partly revolved around quality content. Together with the content manager, I created micro sites for yearly benchmark reports and feature launches. This was an opportunity to lean into visual trends and tell stories in interactive ways.
2023 Trends Report
Content supporting feature launch
Content for direct sellers
For direct sellers, we created Pennyverse, a portal that provided educational articles about the industry and how to best take advantage of the Penny app. I designed the interface of the portal, and created images and illustrations for the articles.
We also created LevelUP a series of video lessons by industry leaders that shared their knowledge to help other sellers succeed. I designed the UI of the pages to make them truly feel like structured online course programs. I also edited some of the video lessons and art directed a junior designer who assisted with collateral material.
Pennyverse
LevelUP course
Videos
Aside from Level Up courses, Penny also had the need for videos to help onboard new users of the app. I worked alongside our Lifecycle Marketing Managers to conceptualize videos, storyboarded them, and art directed video editors who helped bring the videos to life. They became an important part of Penny’s onboarding kit for new brands as they deployed Penny to their sales consultants.
Penny-branded product explainer
Client-branded feature explainer
Campaigns
I collaborated with the Manager of Digital Operations to conceptualize and develop campaigns or LinkedIn and traditional mail targeting specific potential clients. I created ad creative, ad landing pages, an ROI calculator page and print material, each with custom imagery and text for the targeted companies.
It’s refreshing to work with a designer who gets it. Jules always listened to my vision and took the time to understand what I wanted and what I actually needed. Collaborating with Jules always improved the final report as she focused on a design that was user friendly and drove business goals.
Impact
Penny had some work done
The before and after of Penny's brand is significant. Not only did it look more modern, but also felt more credible and approachable.
Spreading knowledge
Penny's content helped position the company as a thought leader in the industry. LevelUP lessons, for example, have over 36k views combined.
Raising the bar
Penny's evolved brand, as well as investment decks designed by me, assisted the company in raising $27 million in Series B funding.