Leaseweb

In 2006, I designed the Leaseweb brand identity, together with a couple of other identities and websites for the Ocom Group. For context, back then a server rack was something you could actually point at and the cloud was mostly a weather forecast.

Twenty years later, I returned to Leaseweb. The market had changed completely. Hyperscalers dominate the conversation, while a growing number of companies are looking for an alternative that offers control, transparency and digital independence. Leaseweb had all the ingredients to be that alternative, it just needed to tell the story that way.

This project started well before any pixels were pushed. Together with the team, we worked on a brand refresh, customer segmentation and alignment on the product portfolio. Who are we talking to, what do they need and which products solve their problems? Once those answers were clear, I took on design and creative direction for all new digital assets across marketing and sales.

We implemented Storyblok as the new CMS, built on top of a design system and component library in Storybook. I created it in close collaboration with the in-house Leaseweb development team, so design and code speak the same language. Marketing can now build pages from proven components instead of filing a ticket and waiting for a sprint.

One flow for every product

The content on the website was completely overhauled in close collaboration with the marketing team. Every word was reconsidered, with the customer instead of the spec sheet as the starting point.

We also smoothed out the customer experience by giving each product a consistent UX flow across product pages, pricing pages and the order flow. Whether you are looking for a dedicated server, public cloud or colocation, the journey feels familiar. On top of that, we aligned all the calls to action and created more space for conversions. The result: more engaged visitors and more leads.

A brand refresh doesn’t stop at the website. The new look and feel was translated across assets for social media and advertising. I provided the marketing team with a toolkit, including image generation, so they can create on-brand campaigns without starting from a blank canvas every time.

Sales teams need a success kit too. Whether they’re in a meeting room or on the floor of a trade show, they should have everything they need to tell the Leaseweb story. So I translated the design system into a sales success toolkit, all the way from PowerPoint to roll-up banners, booths and stands.

The PowerPoint template at its core contains its own extension of the design system. Slide layouts, infographics, icons and guidelines help every account manager deliver a consistent and convincing story, from first pitch to final deal. New presentations can be generated on the fly while staying on brand. No more copy-pasting slides from that one deck from three years ago.