From Product to Market: Brand, Website & Growth Assets — B2B SaaS (Kärcher)

My role

Senior Product & Brand Designer‍
Led the design of brand identity, website, pitch decks, and marketing assets in close collaboration with the CPO.

• Designed end-to-end brand and communication system
• Built responsive website in Webflow
• Created pitch decks and sales materials
• Developed ad creatives for social media campaigns
• Used AI tools to accelerate visual production and iterations

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Brand positioning

Defined a clear and scalable brand identity aligned with product values and market positioning.

• Translated product complexity into a simple, digital-first brand language
• Positioned soniq as a modern and reliable B2B solution
• Ensured consistency across product, website, and marketing touchpoints

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Look&Feel direction

Developed a clean and modern visual system to increase clarity and accessibility.

• Reduced visual noise to improve readability
• Balanced technical credibility with approachable aesthetics
• Designed for a non-digital-native audience

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Website Design & Development

Designed and developed the marketing website in Webflow, aligning brand, product, and conversion goals.

• Structured content for clarity and fast understanding
• Translated product features into user-focused value propositions
• Built responsive layouts across devices
• Optimized UX for conversion and onboarding

Impact (KPIs)

• Increased clarity of product communication
• Enabled faster marketing asset production
• Improved consistency across brand and product
• Supported sales and client acquisition through structured materials

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Marketing & Ad Campaigns

Designed social media campaigns to communicate product value in a clear and engaging way.

• Created ad creatives for different audience segments
• Used AI tools (e.g. Midjourney) to generate visual assets
• Reduced production time compared to traditional shooting
• Enabled scalable content creation for marketing

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Pitch Deck

Designed a clear and structured pitch deck to communicate product vision and value proposition to clients and stakeholders.

• Simplified complex product into digestible narratives
• Aligned messaging across product, brand, and sales
• Supported business development and client acquisition