ScaleFactor
ScaleFactor
From 2018 until June 2020, I worked as ScaleFactor's sole marketing designer. ScaleFactor was a company that helped business owners manage and simplify their bookkeeping, accounting, and compliance obligations. I had the opportunity to lead the re-brand, website redesign, animations, eBooks, one-pagers, stickers, t-shirts, and much more.
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Brand Design
When I started at ScaleFactor, I first focused on evolving the brand. While I didn't touch the wordmark, but I did shift the color palette to brighter and more fashionable blues and orange, and created a secondary logomark to help with legibility at small sizes. I also picked out a new typeface and codified an illustration system.
Web Design
Over the course of a few weeks, I redesigned the ScaleFactor website, working on everything from implementing a new design system to making custom illustrations and icons. Along with the marketing front-end developer, we also created several Hubspot landing page templates for low and high intent leads. From 2019 to 2020, we more than tripled our conversion rate, and we are always tinkering, experimenting with new technologies, and making improvements.
Emails
I designed emails for internal comms, product emails, and marketing email templates, all in Hubspot, implemented by my talented coworker and friend the webmaster. Along with the rest of our marketing team, we were able to increase open rate on our marketing emails by 25x.
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Swag
Among my favorite aspects as a marketing designer is shaping culture and deliver joy in the form of shirts, socks, stickers and other accoutrements of life at a startup. I designed and sourced items, and was touched by the compliments from coworkers, customers, executive staff, and investors.
Ebooks
Our talented content team wrote helpful content to make business accounting more accessible and easy for the average business owner. I designed covers, interior layouts in InDesign, and illustrated graphics where necessary. I also designed several one pagers and direct mail pieces that were sent out as a part of our marketing strategy.
Social media + illustration
I enjoy expressing the brand in illustrations for blog posts, empty states, and social media graphics.
Demand Generation
In Q1 and Q2 of 2020, the ScaleFactor marketing team focused on demand generation efforts and improving the efficiency of the marketing funnel. Using agile processes, Zoom, and a lot of sticky notes, we did just that.
Remarketing Creative
PROBLEM: ScaleFactor had really high saturation of views in our Facebook audiences, making conversions expensive. To reduce costs, we refreshed the creative frequently and iterated our messaging to figure out what resonated with consumers.
RESULT: Our new creative decreased CPL (cost per lead) by 50% in Q2.
Card Go-To-Market
PROBLEM: ScaleFactor had launched a card product for small businesses in the previous year, but was now offering the card without the purchase of our core bookkeeping product. We needed to get more applications and educate consumers on the expense benefits of our offering, all the while navigating the complex regulations surrounding financial products.
RESULTS: For the Card go-to-market campaign, we hit our target CPL (<$30) and CAC (<$600). Application volume significantly increased as a result of our campaign and the average credit line issued was higher than expected.
Blog Redesign
PROBLEM: The content team at ScaleFactor was top-notch, and page views and SEO for keywords we wanted had been improving every quarter. The problem is that those page views from our valuable blog content were not necessarily translating into conversions.
SOLUTION: Keeping some of the structure of the old blog page (left), I redesigned the blog home page (middle) and single blog post page to include more CTAs pointing to product and demo-request pages, and also added topic pages (right) that grouped our top posts around topics important to business owners (starting a business, paying taxes, growing your business, and cleaning up your books). These topic pages helped us learn more about customer behavior.
Blog Home Before
Blog Home After
New Blog Topic Page
