Integrate.io and DreamFactory are two PE-backed SaaS products under Xenon Partners. I was brought in as the primary design authority to lead a simultaneous rebrand of both — building complete design language systems from scratch.
The challenge: two products with distinct technical audiences (data integration vs API platform) that needed to feel like portfolio siblings. I owned brand governance, external agency management, and final QA across every deliverable.
Beyond the brand work, I redesigned and optimised landing pages and core web flows — lifting user engagement +30% and lead generation +20% — and created investor pitch decks translating complex SaaS infrastructure into clear executive narratives.
PE siblings with
separate identities
Both products share a portfolio colour language but carry distinct personalities through their palette balance, wordmark treatment, and typographic approach. The shared vocabulary signals PE family membership; the differences maintain individual market positioning. Both style guides are shown below.
