The results from data initiative
Strengthening Brand Presence During a Period of Rapid Growth
The Results from Data Initiative (RFD) evolved from a consulting model into a SaaS-style analytics platform that supported the trucking industry. As RFD grew, its visual presence no longer reflected the sophistication of its expertise or the scale of its ambitions. I partnered with the founder and managing partner to elevate RFD's brand experience across key customer touchpoints, creating a more polished, credible, and cohesive market presence.
From Challenge to Impact
The Challenge
RFD had strong technical expertise and foundational brand assets, but its visual identity had not evolved alongside the company's growth. Its website, sales materials, and customer-facing communications no longer reflected the sophistication of its platform or the value it delivered.
The goal was to create a cohesive brand experience that aligned with RFD’s vision, reinforced credibility, and supported the company’s continued growth.
My Role
I partnered with leadership to transform a complex analytics platform into a cohesive brand experience across digital marketing, sales enablement, and web. From messaging and UX to collateral and advertising, I created tools that helped communicate value, build credibility, and generate demand.
I led the evolution of RFD's brand experience across digital, sales, and marketing channels through the following initiatives:
- Redesigned the Results From Data website
- Refreshed the sales pitch deck
- Created sales enablement collateral
- Designed customer success stories for print and digital
- Developed LinkedIn advertising campaigns
- Created print advertising
- Built a scalable visual system for future growth
Approach
I evaluated how the brand was experienced across the customer journey to identify opportunities for greater consistency and clarity—from the website and existing brand assets to sales conversations and event materials.
Using the RFD logo as a foundation, I developed a flexible visual system that expanded the brand while preserving its existing equity. Strategic use of typography, color tints, iconography, and rounded graphic elements created a cohesive visual language that scaled seamlessly across channels.
- Typography: Expanded font weights to create stronger hierarchy and improve readability
- Color: Introduced tints of the existing palette to add depth and flexibility while maintaining brand recognition
- Iconography: Added icons to improve visual balance and support intuitive navigation
- Graphic elements: Incorporated rounded rectangles and shapes inspired by the logo to reinforce brand consistency
The work also included:
- Modernizing the visual design language
- Aligning messaging and visuals across channels
- Improving information hierarchy, flow and readability
- Creating scalable templates and assets for future growth
Impact
The refreshed brand experience positioned Results from Data as a more mature and established organization, creating consistency across marketing, sales, and customer touchpoints. LinkedIn advertising creative increased click-through rate by 25%, driving more traffic to the website and strengthening how the company communicated its value to clients, partners, and potential investors.
Following this period of growth, Results from Data was acquired by CliftonLarsonAllen LLP (CLA), one of the nation’s leading accounting and professional services firms.
I am proud to have helped shape the brand during a pivotal stage of the company's growth. This project reinforced my belief that strategic design is more than aesthetics—it strengthens credibility, communicates value, and supports business momentum.
The following examples illustrate how the refreshed visual system came to life across web, sales, and marketing touchpoints.
Website Strategy & Redesign
I learned a new CMS platform to redesign and expand the Results From Data website, creating new webpages and a scrolling customer case study to strengthen credibility. The redesigned site combined polished visuals, value-driven content, improved usability and compliance, and a fully responsive, mobile-friendly experience.
Sales Enablement & Marketing Assets
I created a cohesive suite of sales and marketing collateral that translated complex analytics into clear, compelling messaging. From a customer case study and sales sheet to LinkedIn advertising, each piece was designed to strengthen the brand, communicate business value, and support lead generation. The LinkedIn campaign increased click-through rate by 25%, driving greater awareness and website traffic.
Working with Jade was a transformative experience for our brand. As we evolved from a consulting model into a SaaS-style analytics platform for the trucking industry, our visual identity lagged behind our technical capabilities. Jade stepped in and perfectly bridged that gap, helping us match the high standard of our transportation analytics products with a sophisticated, cohesive brand identity.
She built a flexible visual system that preserved our core brand equity and proved absolutely key to our successful marketing and sales efforts. Her impact was measurable: the LinkedIn creatives she designed directly drove engagement, increasing our click-through ratio by 25%. Jade’s strategic design work not only elevated our credibility with clients and partners but truly supported our business momentum during a pivotal period of growth.