Building the InsightSoftware Brand
Building a Modern Enterprise Brand
InsightSoftware was evolving from a collection of ERP products into a unified enterprise software company. The challenge was to create a digital presence that clearly communicated the company's expanding portfolio while building trust with enterprise decision makers.
As Digital Marketing Manager, I led the redesign of the corporate website, helped establish a cohesive brand identity, and worked across design, development, and marketing to create a scalable digital experience that better reflected the company's vision and growth.
Project Snapshot
Role
Digital Marketing Manager
Timeline
2016–2019
Industry
Enterprise SaaS / ERP
Focus
Brand Strategy, UX, Marketing
Responsibilities
Brand Management • UX Strategy • Web Development • SEO • Creative Direction
Business Context
Creating an Identity Beyond the Product
Although Hubble ERP had strong recognition in the market, InsightSoftware lacked a distinct corporate identity that effectively communicated the breadth of its growing software portfolio.
The existing website emphasized individual products rather than the broader company vision, making it difficult for prospective customers to understand how the solutions worked together.
The redesign became an opportunity to reposition InsightSoftware as an innovative enterprise software company rather than a single product organization.
The Challenge
Evolving the Brand Without Losing Recognition
The redesign needed to accomplish far more than modernizing the website.
It required creating a digital experience that:
- Introduced a recognizable corporate identity
- Unified multiple software offerings
- Increased confidence among enterprise buyers
- Simplified complex product messaging
- Supported marketing and lead generation
This required balancing business objectives with the expectations of existing Hubble customers while preparing the company for future growth.
My Role
Bridging Brand, UX, and Marketing
As Digital Marketing Manager, I helped guide both the strategic direction and execution of the redesign.
Primary Responsibilities
- Brand Strategy
- UX Strategy
- Creative Direction
- Website Architecture
- Front-end Development
- SEO
- Marketing Asset Creation
- Cross-functional Collaboration
Rather than focusing on a single discipline, my role connected marketing, design, and development to ensure every customer touchpoint reflected the evolving InsightSoftware brand.
Strategy
Simplifying Enterprise Software
Research revealed that many ERP competitors relied on feature-heavy messaging, outdated interfaces, and complex navigation that overwhelmed prospective customers.
Instead, we focused on three strategic priorities:
Clarify the Product Portfolio
Help visitors quickly understand how InsightSoftware's products worked together.
Build Trust
Introduce leadership, customer success stories, and company achievements throughout the experience.
Simplify Decision Making
Reduce unnecessary navigation and create clear paths toward learning more or contacting sales.
Design Approach
Creating a Cohesive Digital Experience
The redesign emphasized clarity, consistency, and professionalism.
Key improvements included:
- Modern visual identity
- Simplified navigation
- Improved information architecture
- Consistent page templates
- Responsive experience across devices
- Stronger product storytelling
- Enhanced marketing materials
Rather than highlighting individual features, the experience positioned InsightSoftware as a unified enterprise software company.
Business Impact
Strengthening the Brand
The redesign helped establish a more cohesive digital identity while improving how customers discovered products and evaluated the company.
Outcomes
- Modernized enterprise brand presence
- Improved website usability
- Clearer product positioning
- Stronger leadership visibility
- Increased customer engagement
- Better support for marketing initiatives
Reflection
Designing Beyond the Interface
This project reinforced that successful digital experiences begin with a clear brand strategy.
Working across UX, marketing, development, and leadership taught me that design is most effective when every touchpoint communicates a consistent story.
The experience strengthened my ability to connect business objectives with user needs while creating digital experiences that support long term brand growth.
Behind the Process
