Ottimate
3,000+ customers | $4B+ invoices automated annualy | 300+ employees
3,000+ customers | $4B+ invoices automated annualy | 300+ employees
Background
Rapidly growing AP automation SaaS serving hospitality, retail, and healthcare that has entered a brand maturity phase where past execution has resulted in inconsistent messaging and a website unable to scale with new product and integration expansion.
Background
Rapidly growing AP automation SaaS serving hospitality, retail, and healthcare that has entered a brand maturity phase where past execution has resulted in inconsistent messaging and a website unable to scale with new product and integration expansion.
My Role
I was brought in to stabilize Ottimate’s brand during a complete marketing rebuild, creating a temporary design system and then contributing to the development and rollout of the refreshed brand across web, content, and campaign assets.
My Role
I was brought in to stabilize Ottimate’s brand during a complete marketing rebuild, creating a temporary design system and then contributing to the development and rollout of the refreshed brand across web, content, and campaign assets.
Before
Before
Approach
Refine the existing "Otti" logomark, brand colors, typography, and core components.
Build a modular web system with consistent language, visuals, and reusable landing page templates.
Create a unified content library with templates covering webinars, blogs, ads, video, sales, and decks.
Approach
Refine the existing "Otti" logomark, brand colors, typography, and core components.
Build a modular web system with consistent language, visuals, and reusable landing page templates.
Create a unified content library with templates covering webinars, blogs, ads, video, sales, and decks.
Research and Discovery
Stakeholder interviews (Mktg/Sales/Leadership/Partners).
Customer/persona synthesis; case studies + reviews.
Competitive audit on Brex, Ramp, and Tipalti
Full site/asset audit: spacing, hierarchy, color, metaphor fixes.
Research and Discovery
Stakeholder interviews (Mktg/Sales/Leadership/Partners).
Customer/persona synthesis; case studies + reviews.
Competitive audit on Brex, Ramp, and Tipalti
Full site/asset audit: spacing, hierarchy, color, metaphor fixes.
Competitive Benchmarking
Competitive Benchmarking
Brand System
Defined a reusable spacing system and core UI component library
Established icon, illustration, and motion usage guidelines
Refined logo usage, expanded the color palette, and set a type system
Centralized all brand assets and rules in Lingo for cross-team adoption
Brand System
Defined a reusable spacing system and core UI component library
Established icon, illustration, and motion usage guidelines
Refined logo usage, expanded the color palette, and set a type system
Centralized all brand assets and rules in Lingo for cross-team adoption
Building Brand System
Building Brand System
Activation
New sitemap; landing/feature/content/industry templates.
Structured libraries (webinars, blogs, stories, downloads).
Conference/print kits; social/ads/slides; initial product surfaces.
Activation
New sitemap; landing/feature/content/industry templates.
Structured libraries (webinars, blogs, stories, downloads).
Conference/print kits; social/ads/slides; initial product surfaces.
Result
Consistent brand across channels; faster page/campaign launch.
Foundation for motion, product storytelling, and ongoing reinvention.
Leadership feedback: “fastest large-scale brand turnaround.”
Result
Consistent brand across channels; faster page/campaign launch.
Foundation for motion, product storytelling, and ongoing reinvention.
Leadership feedback: “fastest large-scale brand turnaround.”
