Spot AI Brand Elevation

UX, web, and brand design
My roles
Brand, UX, and web designer
Project length:
3 months for brand side, 6 months for web & digital side
About
An evolution of Spot AI's visual identity and digital experience with the goal of bringing together a more cohesive brand system and accessible, engaging web experiences.
For these projects, I contributed to the brand strategy and execution, along with the website strategy and design.

An audit of Spot's brand revealed their brand identity was a mix of 3 vastly different branding styles that did not feel cohesive across the website, social, or marketing touchpoints. I audited the website, cross examining it with Spot's diverse target audience personas, competitors's sites, and best practices for SEO, UX, and accessibility.

These audits revealed:
  • Mixed aethstics created confusion, lack of identity, and a loss of trust
  • Confusing site structure and navigation failed to showcase Spots products, solutions, and purpose
  • Disjointed page layouts made understanding the company story and purpose difficult
  • Vague, generic copy didn't convey products and services clearly which lead to confusion
  • A lack of purpose and strategy behind the site lead to a high bounce rate
  • The site didn't fully offer relevant information to any of Spot's diverse audience: end users of various industries, company teams, or prospective partners
‍The goal: establish a comprehensive brand system for Spot and overhaul the existing site based on these findings to make it a more engaging and frictionless experience.
Challenge & overview
Brand strategy & approach
Working closely with the marketing and product teams, I developed a visual identity that complemented the platform’s new visual direction while giving the brand its own distinct character. The direction balanced an immersive, elegant aesthetic with simplicity and clarity, creating a refined yet approachable identity that reflected both the technology and its real-world applications.

To ensure consistency across internal applications, I created several templates for slide decks, documents, and social for the team to leverage with ease.

I then established a flexible visual system and comprehensive brand guidelinesto ensure consistency across digital and print assets.
Web/UX strategy & approach
Based on the site audit, I identified key areas of the site to improve: a clearer site architecture, reorganizing page layouts, and using consistent styling (and branding) to make relevant information easier to find and understand.

The marketing team and I started by identifying our most trafficked pages and redesigned a few of them with a new layout prioritizing storytelling, new branding, and updated relevant copy. We performed a pre/post test on our live site of these pages and discovered they grew engagement by over 300%.

From there, I crafted a web strategy plan that included the creation of a clear information hierarchy, intuitive navigation, and making complex products and solutions easier to understand on the site. We moved forward with this plan in phases, starting with industry verticals, updating products, and reorganizing the homepage.
Design systems and compentents
I translated the new brand into a comprehensive design system, defining typography, color, spacing, grids, interactive elements, and reusable components. Before moving into visual design, I used wireframes to establish page layouts, content hierarchy, and key information priorities, helping shape an experience around the needs of its audience.

Each page was approached with a mobile-first mindset, with responsive layouts and components designed to maintain consistency and usability across screen sizes. The system and supporting guidelines provided a clear framework for applying the brand across digital touchpoints.


Outcomes
The new industry pages launched in July and August of 2026. These new pages saw an increase in traffic of 29% month over month from July through October which lead to 4x traffic growth by October. Conversions (users requesting a demo) increased on core web pages by 10% after the launch of the industry pages. The new homepage, navigation, and product pages are scheduled to go live end of November, 2022.

The new brand saw an increase in engagement on social platforms, such as LinkedIn with more people liking, commenting, and sharing than before.

Stats are sourced from Spot's Google Analytics.
Alyssa Shurbert-Hetzel
LinKedIn