Lano
2024 - 2026
Lano is a global software solution enabling businesses to hire and pay full-time employees and contractors in over 170 countries worldwide, in full compliance and record-time. My role was to lead all brand, website and marketing topics, and collaborated closely with the product team to improve the app.
After an initial rebrand that built upon the existing base to improve it, I've led a complete overhaul of the brand and design system, focusing on a leaner, well-organized and more modern approach. This page also includes many examples of what was created throughout the years, such as dynamic marketing campaigns and product design.
When the next version of the design system was ready, many improvements on contrast, colors, UI/UX and other areas of the website received big improvements, but unfortunately weren't able to be fully implemented before our team was affected by layoffs. This page focuses what we had begun to implement, which differs slightly from the current online presence.
Creative direction
Brand
UI/UX
Marketing
Website
Lano's calling card
The original website was a behemoth suffering not only from tons of redundant pages and unclear navigation, but also from its aged design principles. Too many font styles, too many colors that didn't go together, lacking vision and direction. On the usability side, there were big issues with visual hierarchy, ease of navigation, and clarity of content.
In our first iteration of the new website, I started by mapping and reorganizing all pages and worked with the team to eliminate redundancies and streamline the content. After, a big push into clear hierarchy, improvements in brand personality and a focus on simple usability changed everything. Pepper in new visuals, illustrations, animations and interactions, and we observed a year-on-year traffic increase of 25-30% after advertising the updates. Oh and more importantly: a nice uptick in lead generation and conversion rate.
Design system
Solid bones
The previous design system had the advantage of having been well-organized, but lacked coherence. After initial improvements, I undertook the massive task of rebuilding it from scratch. I trimmed the fat heavily and reworked everything from colors, to UX rules, visuals, UI elements, etc. Everything got a pass. It resulted in a clear and easy to use library of content and guidelines that help create efficiently. Oh and of course, it helped finally breathe more life into Lano's brand personality.
Product
Brand + Product = 💖
Building a new design system isn't just about marketing. It has to live inside the product too. Working closely with our amazing product designer, Kate, I ensured that the new brand language translated coherently into the app: contributing concepts, UI direction, and mockups that helped align the platform's visual experience with the refreshed identity.
At a B2B SaaS company, the product is the brand. When marketing and app feel disconnected, users notice, even if they can't articulate why. Making sure the new visual language extended into the platform wasn't just an aesthetic exercise, it was about delivering a coherent experience that matched the promise of the brand everywhere.
My focus for the platform wasn't just to modernize the design, but to ever improve hierarchy and ease of use. By adding a bit more space and visual elements, defining areas more clearly, and leveraging colors and font styles by prioritizing contrast, the user's eyes know exactly where to go and what to do next.
Marketing
Communication
As a B2B company, the major focus for marketing campaigns was on Linkedin. Multiple collaborations with high-profile influencers and industry leaders were set up, our team organized a conference, I designed a booth, we ran interviews, blog articles, newsletters, organic campaigns, video ads, knowledge sharing, an infinite number of decks, and more. Using clean, brand new design guidelines and assets, we made sure that no one would forget about us and no lead got lost!
