−36 → 55
Sales Team NPS
Post-launch satisfaction measured on an NPS-style scale swung from a detractor-heavy baseline to strong internal advocacy for the refreshed brand and website.
Design & Leadership
Brand & website refresh
45% → 64%
Promoters
Flipped sales team sentiment—replacing nearly half of detractors at baseline with a clear majority of promoters endorsing the new experience.
Debt + Equity
Brand Positioning
Tightened messaging and visual design surfaced full-service CRE capabilities, differentiating StackSource beyond senior-debt-only perception in legacy materials.
Role
Led UX, visual design, marketing strategy, and brand advisory board
Objective
StackSource wants to be known as a respected debt and equity shop for commercial real estate. The previous website and marketing materials used language that was heavily focused on senior debt, and our ability to do equity deals is a key differentiator. The brand needs to reflect a modern, tech-focused startup while maintaining approachability in a traditional industry.
Research
With limited time, we drew on knowledge gleaned from product research and competitive analysis. We refined messaging with feedback from the brand advisory board, and used paid ad campaigns to test messaging and creative.
Logo refresh
The StackSource logo lacked visual weight and substance, and wasn't optimal for mobile use due to its wide and thin typeface. With a new focus on responsive design, I proposed an updated logo.
Brand guide
Our goal was to create an MVP brand guide (in the interest of speed) that would keep us aligned and consistent for the first iteration of the new website. I facilitated whiteboarding sessions with our team to surface our mission, vision, and personality, and solicited feedback from our brand advisory board throughout the process.
Website refresh
I focused on building important pages for usability and SEO first, with a roadmap for adding additional content after launch.
Results
The refreshed StackSource website reflects tightened messaging around value proposition and aligned visual design. Sales team satisfaction was measured using an NPS-style scale rating with the previous site as a baseline. Our score jumped from -36 (45% detractors) to 55 (64% promoters). The new brand positioning successfully differentiated StackSource as a modern, tech-focused startup while maintaining approachability in the traditional commercial real estate industry.
Results
The refreshed StackSource website reflects tightened messaging around value proposition and aligned visual design across marketing and product touchpoints.
Sales team satisfaction measured on an NPS-style scale jumped from -36 (45% detractors) to 55 (64% promoters) against the previous site as baseline.
The new brand positioning successfully differentiated StackSource as a modern, tech-focused startup while maintaining approachability in the traditional commercial real estate industry.
Research, competitive analysis, and brand advisory board input validated messaging that surfaces debt and equity capabilities as a core market differentiator previously underrepresented in legacy materials.