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The client: a B2B SaaS providing digital transaction management & e-signatures to enterprise-level clients. The Brief: AlphaTrust needed a refresh to their marketing materials, namely their sales decks and white papers. They had a library of existing content to be optimized with a clean, modern, & professional look.








Presentation Design, Marketing Materials

As a B2B who relied on customer referrals & direct outreach instead of traditional ad placements, their slide decks and other sales materials were paramount. Being in a tech vertical with many compliance restrictions, AlphaTrust had a tremendous amount of technical information to convey to potential customers without becoming simply a wall of text. Founded in 1998, the company had undergone many style revisions that needed to be unified and did not have defined style guide.

I analyzed their existing online presence and sales materials to audit what was working and what wasn’t. I met with the director of marketing to assess his needs going forward. I conducted market analysis to determine where the company could shore up its image and marketing strategy against competitors. I created new designs that could be used as templates for future clients for their sales decks. I did away with a variety of generic stock imagery that made the company seem dated and opted for clean vector accents in tints and shades of the company’s colors. I re-formatted their white papers and product overview PDFs with a matching style to create brand consistency. I selected a new set of fonts for them that reflected both the company’s longevity while avoiding anything that made it seem old fashioned. To this end, I selected two sans serif font families with a variety of weights and styles. I used Montserrat for headings and titles because it has a hint of bold design while remaining presentably corporate and professional, with Lato as a body style, because it is as functional and invisible as Helvetica and Avenir without being quite so ubiquitous. Additionally, these fonts have open licenses, are accessible to non-designers, and are easily integrated into web applications.