Overhaul
Brand & Digital Performance
From Static Branding to Scalable Performance
As a leader in modular flooring, Swisstrax had a superior product but an underperforming digital ecosystem. My work focused on transforming the brand from a visually outdated and conversion-starved web presence into a high-performing, premium brand experience across paid media, organic, and on-site.
The engagement included a full brand refresh, website redesign, AdWords optimization, SEO optimization, CRO strategy, and implementation of scalable creative and messaging across verticals.
The Challenge:
Swisstrax’s brand was being outpaced by competitors despite having stronger product performance. PPC campaigns were inefficient, conversion rates were low, and brand differentiation was weak. Our challenge was to elevate the brand, slash acquisition costs, and turn marketing into a growth engine.
Strategic Approach:
- Brand Positioning & Messaging
Repositioned Swisstrax as a premium lifestyle and performance flooring brand. Developed brand messaging rooted in function, boldness, and elite quality. Created vertical-specific messaging for garage, trade show, and commercial applications. - Visual Identity Refresh
Directed a full brand style overhaul including a new logo lockup, iconography, color palette, typography (DIN + Trade Gothic), and brand guide. This refresh unified all creative touchpoints including print materials, event booth, new website, and PPC ads. - Paid Media Optimization
Conducted an in-depth audit and restructuring of AdWords campaigns, improving segmentation, match types, and ad extensions. Built new, conversion-optimized landing pages for every campaign vertical. - Conversion Strategy & CRO
Led CRO analysis of the full website and lead funnels. Implemented updated CTAs, simplified page structures, and high-impact value props that improved clarity and urgency.
Outcome
The brand overhaul empowered Swisstrax to compete with—and outperform—its rivals with a bolder voice, efficient ad spend, and a high-converting digital presence. What started as a PPC fix became a full-stack growth foundation rooted in design, messaging, and measurable performance.
+189%
PPC Conversion Rate
Increase in paid conversion rates (1.8% → 5.2%)
-79%
CPL
-79% decrease in cost-per-lead ($146 → $30)
+$2.6M
PPC Revenue
Increase in realized annual PPC revenue in the first year
1. Discovery
Reviewed analytics, product data, and competitive messaging. Identified friction in paid journeys and brand inconsistencies across digital.
2. Define
Built a performance-focused brand strategy aligned with value perception and emotional triggers. Mapped journeys by persona and product use case.
3. Design
Directed brand creative refresh and oversaw new landing page designs, ad creative, and audience-specific funnels.
4. Launch & Optimize
Launched refreshed assets across paid and owned media. Created monthly reporting templates, testing roadmap, and optimization cadence.
Creative from this
campaign strategy
Where Creative Vision Meets Strategic Growth
I believe great marketing design isn’t just about how it looks — it’s about how it works. Every decision I make is backed by purpose, driven by audience insight, and aligned with brand and business strategy. From campaign creative to UX to performance branding, I focus on building experiences that convert, connect, and scale.
My philosophy is shaped by real-world results, continuous learning, and a deep respect for storytelling as a strategic business tool.
Strategic Brand Leadership
Audience-Driven Growth
Creative Performance Execution
Cross-Functional Alignment
Silver Addy Award
Catch Larry Campaign
CUNA Diamond Award
DFCU Website Redesign
CUNA Diamond Award
Shine On Campaign
Diverse Magazine Award
UOPX "I am a Phoenix"