Problem

During the pandemic, proptech startup FLK it over experienced rapid growth in digital lease signing. However, relying on word-of-mouth wasn't sustainable for new market expansion across Australia. A key challenge emerged with the launch of an industry-agnostic signing product (FLK Business) alongside their existing real estate solution (FLK Real Estate): how to unify both under a single brand while clearly differentiating their unique features and benefits. The website was central to this, needing to drive conversions for FLK Business and inform for FLK Real Estate, yet it was confusing and hindered the user's buying journey.

Solution
I spearheaded the rebrand as Senior Brand Designer, grounding the new look and feel in the company's values of innovation, excellence, and simplicity. Working directly with the Founder and Senior Leadership Team, I identified core business challenges and reframed them as foundational brand pillars. My leadership extended to defining the brand direction, overseeing the complete website design, and contributing to the copywriting to establish a consistent, impactful brand voice.

Results
The comprehensive website redesign yielded impressive outcomes:

• 167% increase in engagement

• 203% increase in engaged sessions

• 142% increase in trials started