Plan A

My primary mission was to reduce the homepage bounce rate, optimize key pages, and deliver cohesive support for campaigns (ads, landing pages, webinars) and commercial assets such as whitepapers, social media posts, and pitch decks. One key challenge was the overuse of the brand's signature green, which, while distinctive, overwhelmed the content and diluted its impact.

To address this without losing the brand’s identity, we introduced a neutral background color. This allowed the iconic Plan A green to stand out at strategic moments, such as emphasizing primary CTAs. The color strategy was tailored to each medium, and we expanded the palette with complementary accent colors to enriched the brand’s visual identity but also provided greater flexibility for creating engaging assets like diagrams and advertisements.