Leithe Labs
2024 | Case Study
Branding / Web Design / Content Strategy
Leithe Labs is a boutique consulting firm that helps companies generate leads and sales.
I re-branded their company and website and wrote the site’s content.
First, I worked with the client to create the new brand.
What mark best represented the company?
Abstract—A very simple and abstract concept combing two L's, drawing inspiration from brands like Design Torget.Movement—Showing upward movement in a subtle way while creating a friendly shape.Science—Exploring a more scientific concept to hint at the company's use of data to promote growth.Pathway—Trying a pathway concept that shows two parties working together, creating movement.
What aesthetic fit the client’s vision?
Concept 1: Bold
Concept 2: Monochromatic
The client immediately resonated with the Bold concept.
How could I help the client choose the final logo?
By showing the logos in use:
Making it easier for the client to choose a logo; Pathway.
Next, I asked questions and gathered insight.
What’s the most important thing you want users to know about your company?
In one sentence, explain what your company does.
What’s the most common question you get from potential clients?
What differentiates you from your competitors?
I then crafted a story using the Google Doc questionnaire.
Taking complex ideas and making it simple for the user to grasp.
Highlighting achievements.
Organizing large amounts of content.
I created an ethereal style that feels alive.
Watch this gradient as it slowly moves. (Utilizing Spline.)
Notice different elements come alive on scroll.
And was intentional about how each component behaved.
These sections and cards that swipe beautifully as you scroll.
Highlighting the current card to help with focus.
Pinning the right content at the right time.
Let’s look at some before and afters.
Before
A hero with lot of text that users won’t read.
After
A hero with a clear message about what the company does and how it benefits the user.Before
Value hidden behind an accordion and more text users won't read.
After
Concisely worded process that is no longer buried.
Before
Cramming too much into a small space without telling an impactful story.
After
Dedicating an entire page to who the founder is and why it matters.
Meaningful symbols used throughout the brand.
Beauty
Two unalike curves, creating beauty in being different from the rest.Awareness
Two curves overlapping to give the feeling of an eye.
Intention
Two curves placed perfectly and intentionally to create balance.
Empathy
One curve holding another in the same way empathy holds another's feelings.
Truth
Three curves mimicking a judicial scale to imply justice.
Raised spot glass business cards.
Outcomes
Cohesive Brand 🎨
Every touch point screams ‘Leithe Labs’ branding now, including what wasn’t showcased above: email signatures, birthday and thank you cards, Canva presentation templates, social media assets, etc.
Learnings 🏫
For this project, I taught myself Spline and Framer, exploring new ways to level up the products I design and potentially start building myself one day.
Deceiving Size 👯♂️
One goal of this project was to make the company seem much bigger than just one person and now with it’s web presence, complete brand package, and how I approached content, we achieved that.
Special Thanks 👨💻
Thanks to Alejandro Diaz, the incredible engineer I partnered with to bring this site to life.
Data TBD 🗃️
As we’ve just launched this site this month, we have yet to quantify it’s impact on the company. (Other than loads of compliments from existing clients ;)