B2B SaaS·2025·10 weeks
Re-launching a B2B SaaS with a brand and product that finally match.
Brand, marketing site, and onboarding redesign that grew demo signups 3.2× in 90 days.
+320%
Demo signups
−41%
CAC payback
+2.4×
Org. traffic
01 · The challenge
Where they started
Northwind had strong product-market fit but a brand that looked five years behind. Their site converted under 1% and their sales team kept losing deals to better-positioned competitors.
02 · Our approach
What we did
- 1Repositioned the brand around a sharper category narrative.
- 2Rebuilt the marketing site with a new design system on TanStack Start.
- 3Reworked the onboarding flow to cut activation time in half.
- 4Launched a 90-day paid + SEO program to drive qualified pipeline.
03 · The outcome
What changed
In the first quarter post-launch, demo signups grew 3.2×, qualified pipeline grew 2.1×, and CAC payback dropped from 17 to 10 months.
04 · Deliverables
What shipped
- Repositioning + narrative deck
- Brand identity refresh (logo, type, color)
- TanStack Start marketing site (12 pages)
- Onboarding redesign (4 flows)
- Paid + SEO program (90 days)
05 · Team
Who built it
Strategy Lead×1Creative Director×1Product Designer×2Engineer×2Growth Lead×1
06 · Timeline
How it ran
- 1
Discovery & strategy
2 weeks - 2
Brand & narrative
2 weeks - 3
Site & onboarding build
4 weeks - 4
Launch & 90-day growth
2 weeks
"The team didn't just redesign our site - they reshaped how we go to market."