BRANDING
Product Imagery
Good SaaS product imagery converts.
When we revamped our brand and product imagery for a crisp enterprise appeal, we drove a 60%+ lift in homepage trials by shifting from abstract to clear, product-led visuals.
The product viz system
Light and fresh photography, conventional indeed, but bright and cheerful, setting a tone that was partly behind the major trials lift.
Onboarding emails
The system worked well with a lighter touch and stretched into infographic territory as a ten-email onboarding sequence that boosted product adoption in the first two weeks by 43%.
Paid media
Particularly on lower funnel, product imagery is very effective.
Our system and repository accelerated the production and delivery of paid media.
THE CHALLENGE
We were relying too heavily on abstract brand visuals, leaving prospects unclear about what the product actually did or why it mattered.
THE SOLUTION
We rebuilt our product imagery around clear, literal, value-focused visuals, aligning that approach across marketing and sales to drive a 200% lift in trials and stronger enterprise performance.
THE STORY
When I stepped into managing the design team, one thing became immediately clear: there was no product story in marketing. For years, we had relied heavily on brand to drive engagement. Beautiful and thumb-stopping, but too vague to communicate the real value of the platform. We were telling a story without showing the product, the people who used it, or the outcomes it created.
So we made a shift.
I led an initiative to rebuild our entire product imagery system from the ground up, moving from conceptual brand imagery to clear, literal, benefit-led visuals. We focused on showing value instead of hinting at it: real interfaces, real moments of use, and creative that helped buyers and users picture themselves succeeding with the product. We also built a Figma repository, available to the entire org, with ready-to-use, feature-specific imagery which saved hundreds of hours and aligned the visual story across the company journey.
The impact was immediate. On the homepage alone, trials increased by more than 60%.
But we didn’t stop there. By extending the same clarity-first approach across paid media, lifecycle campaigns, and sales collateral, every touchpoint started telling the same confident and clear story. Paid media performance improved across the funnel. Sales teams reported stronger engagement and smoother conversations. And those aligned touchpoints helped us support and close bigger enterprise deals by making the value unmistakable.
Clearer imagery led to clearer understanding. Clearer understanding led to conversion. A consistent visual product story across the customer journey helped us grow in signups, and in deal size, confidence, and brand trust.
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