Wordbee
Wordbee product was evolving and its brand needed to keep pace. We built a bold, cohesive identity and web presence from the ground up, designed to retain clients and convert leads.
My Role
Brand Designer, UI Designer
Tools
Adobe Illustrator, Photoshop, Figma, FigJam, Notion
Timeline
2 months
Team
Paula Nieto
The opportunity
In 2026, Wordbee is launching a major update to its localization management platform, a significant product milestone. This launch became the strategic trigger for a parallel initiative: if the product was evolving, the brand and web presence needed to evolve alongside it, and become the launchpad to promote and ultimately sell the new editor.
The challenge
The existing identity was scattered, chaotic and almost no existent. The challenge was to build a Wordbee identity from the ground up, one that reflected the company's values, told a coherent story, and left a lasting impression.
I collaborated closely with Wordbee internal teams to understand what is Wordbee and to ensure design decisions were grounded in the business reality.
1. DISCOVERY
Research and Audit
We audited the actual brand and web presence and found weaknesses in the logo design, inconsistency in the use of color and brand across assets.
The web had weak CTA and poor positioning, inconsistency in gradient and line use.
I interviewed wordbee team to understand how the brand was perceived internally and what they felt was lacking.
The study of competitors revealed several opportuniies to stand out in the market.
Analyzed elements in brand: brand applied cross existing assets, social media presence, Outlook signature and Newsletters. Internal team perception of the brand, logo evaluation, existing brand guidelines evaluation
Analyzed elements in web: homepage, categories, tone depending on industries, CTA positioning and copy, user flow, product info
Painpoints
Lack of visual personality
One-size-fits-all messaging
Weak information hierarchy
The brand didn't scale
Poor CTA positioning
A broken user journey
Website Insights
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The website has to serve 2 type of users: the business decision maker and the translator, direct users of the Wordbee editor.
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Users need a quick scan to understand what Wordbee does and why it is a winning purchase for their business
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The use of the same tone across the web confuses the user and fails in directing to CTAs
2. A NEW BRAND IDENTITY
The new brand in three points
Logo Redesign
Colors and Scalable Illustration System
New web identity and
Design System
Branding
The new brand needed to feel both professionally reliable and human. Shapes and dotted lines were chosen to convey confidence and adaptability, a brand that holds its ground and moves with the company.
The core green was retained for continuity, refined to a gentler tone, and paired with a bold supporting palette. A modular illustration system was designed for scalability, giving the brand a consistent visual language across every touchpoint.
Create a solid and fresh rebranding and web presence that drives visitors and helps business reach its goals.
3. WEB DESIGN
Design System
I built a design system to ensure the brand scaled consistently across the web — defining components, spacing, typography, and colour usage to give the team a solid, reusable foundation.
Accessibility & WCAG standards
The design system is built following the WCAG AA requirements of accessibility, using color lines and contrast verification cards.
Wireframes
I created low and mid-fidelity wireframes to explore structure, navigation, and CTA direction, testing different hierarchy approaches before committing to the final layout.
High Fidelity
The high-fidelity designs brought the brand system to life in the web context — translating visual identity decisions into a fully designed, on-brand experience ready for handoff.
Main page
The main page is built around a single primary CTA, keeping the visitor's path clear and intentional. Industry-specific sections adapt in tone to speak directly to each audience segment. Supporting CTAs and information pills are distributed throughout to guide attention and reduce friction in the conversion journey.
Reflections and Future Developments
The brand rollout is currently underway, with the identity being applied across all assets and the new website in its final build stage. This project reinforced how much a clearly defined brand system can unify a product story, and how important it is to align design ambition with business timing.
Thanks for your attention!
