MSBiotec
Project overview
Project: Branding + rapid product launch microsite — brand identity, product positioning, and promotional website to support immediate go-to-market for new product line
Role: Senior UX Designer — led brand design direction, rapid research, IA, interaction design, prototyping, microcopy, and engineering handoff
Timeline: 4 weeks (brand + promo site design → build → launch)
Team: Marketing Lead, Product Manager, Front-end Dev, Copywriter, Creative Producer
Context MSBiotec developed a set of new biotech products and needed a fast, cohesive brand treatment and promotional presence to introduce the line to customers, partners, and distributors. The company required a short turnaround to align product messaging, visual identity, and conversion funnels ahead of a trade announcement.
Problem
No distinct product branding or messaging created confusion and slowed partner interest.
Marketing needed a publishable promo site and assets within weeks to support launch events and outreach.
Sales lacked succinct one-pagers and digital assets to convert early leads.
Goals & success metrics
Deliver product brand identity and promotional site in 4 weeks
Generate 1,000+ qualified promo-site visits in first month via launch channels
Capture 150+ demo/lead requests in first 60 days
Provide brand and sales assets to reduce time-to-demo by 30%
Approach
Rapid discovery & alignment (week 1)
2-day brand sprint with stakeholders to define product value propositions, target customers, positioning statements, and tone.
Quick competitor/market scan to identify differentiation opportunities and visual cues.
Brand system & asset design (week 1–2)
Produced product name lockups, color palette, typography scale, iconography, and photography direction suited to scientific audiences.
Created a one-page brand usage guide and key visual templates for marketing.
Content & IA (week 2)
Wrote concise hero messaging, 3 benefit pillars, technical summary, and demo request CTA.
Prepared downloadable one-pager and technical spec brief for sales.
Promo site design & prototype (week 2–3)
Mobile-first responsive landing page: hero → benefits → features/specs → social proof/partner logos → demo request form.
Built high-fidelity prototype and validated flows with PM and Sales.
Handoff & launch (week 3–4)
Delivered production-ready assets, HTML/CMS copy blocks, analytics events, and launch checklist.
Coordinated with marketing for email, social, and trade outreach.
Research & validation
Stakeholder interviews: product leads, sales reps, and marketing to prioritize messages and required proof points.
Micro-competitive audit: 8 competitor product pages to identify differentiation and messaging gaps.
Rapid user validation: 6 sales/partner calls reviewing hero messaging and one-pager; iterated copy for clarity and confidence.
Design solutions
Product brand identity: concise visual system (color, type, iconography) suitable for scientific audiences and partner co-branding.
Hero messaging: one-line value proposition + 3 benefit pillars (outcomes, reliability, integration) with quick demo CTA.
Trust & proof: partner logos, short technical highlights, and downloadable spec sheet for engineers.
Lightweight demo funnel: 3-field demo request modal (name, org, use case) + calendar link for immediate scheduling.
Sales enablement assets: one-page PDF, email templates, and social share cards sized for launch channels.
Analytics & tracking: events for demo requests, spec downloads, and source attribution for trade/marketing channels.
Measured outcomes (first 60 days)
Promo-site visits: 1,200 visits in month one (launch + trade outreach)
Demo requests: 165 demo/contact submissions in 60 days (target exceeded)
Time-to-demo: average time from lead → scheduled demo reduced by 34% via single-step request + calendar link
Asset usage: sales reported 90% adoption of one-pager in outreach and faster technical triage calls
Early engagement: average time-on-page = 2:45; spec downloads = 22% of visitors
Deliverables
Product brand lockups, color palette, typography, and usage guide
One-page brand & asset kit for marketing and sales
Responsive promo landing page prototype and production-ready copy blocks
Demo request modal and calendar integration spec
Downloadable technical spec one-pager (PDF)
Analytics event map and launch channel attribution plan
Handoff package: design files, asset exports, and dev tickets
Learnings & impact
A focused brand sprint produces usable identity quickly when paired with stakeholder alignment and prioritized deliverables.
Reducing demo friction (minimal fields + instant scheduling) materially shortens sales cycles for technical products.
Bundling visual identity with practical sales assets (one-pager, spec) accelerates partner conversations and technical adoption.
Early tracking of source attribution informs which launch channels deliver highest-quality leads.