Case Study

Sister Brand MVP

Website

Branding

Logo Design

UI Design

My Role.

Logo Design, UI Design, Prototyping, HTML, CSS

Other Contributors.

Design (Me), Head of Growth (1), Head of Engineering (1)

The Problem

Low market share.

At the time of this project, EnergyBot accounted for less than 1% of transactions in the U.S. retail energy market.

EnergyBot's Market Share

Market Research

Competition utilizes sister brands for success.

We found that successful energy retailers were leveraging multiple sister brands to target specific user segments.

Parent brand

Sister brands

Brainstorm

Identify target users.

To effectively market ourselves to our target user segment, we decided to build a brand that emphasized speed and efficiency. We then spent a day brainstorming names until eventually settling on Grid Hacker.

Mentality.

Time-conscious.

Demographic.

Millenials.

Behavior.

Picks first plan they see.

Preferred Theme.

Dark.

Logo Design

Quickly generate ideas to direct our initial concept.

We kicked off the design process by using 99designs.com to quickly generate logo ideas for the Grid Hacker brand. Using the direction we received from our favorite design, I created a new logo to better communicate our identity.

Initial Logo

Final Logo

Website MVP

Use new branding and colors to quickly design essential landing pages.

I used new branding and colors to quickly design essential landing pages.

With the logo complete and our color scheme decided, I started designing the essential landing pages for Grid Hacker in Figma.

As with most of our MVP projects, the goal was to complete this project is the most time efficient way possible.

Thankfully the product was more or less the same as EnergyBot, just with a fresh coat of paint and refined messaging.

This allowed me to utilize 4 years of industry knowledge and UI expertise to knock these designs out in less than a day.

Build

Developed within Webflow, utilizing CMS to generate 100s of landing pages.

gridhacker.com

With final approval from our Head of Product, I built GridHacker from the ground up using Webflow.

Our Head of Growth then used Webflow's CMS functionality to power the site's dynamic landing page templates.

This helped us create over 200 unique, SEO optimized landing pages.

Results

Inconclusive.

SEO takes time to develop.

My work priorities shifted following the completion of this project's MVP, and ongoing site maintenance became our Head of Growth's responsibility.

With my departure from the company, the results of this project are inconclusive from my perspective.

I'm extremely happy with how it turned out from a visual perspective though, especially considering the time frame I had to work with.