From Tech-Driven to People-Focused
Checkit, a leading provider of intelligent operations technology, had built a reputation for innovation and reliability. However, their website and brand identity positioned them primarily as a technology company, with a heavy emphasis on features and systems. The human element—the real impact their tools had on frontline teams and business operations—was missing. I led the strategic rebrand and redesign of Checkit’s website, transforming it into a more approachable, people-first platform that resonates with business leaders and operations teams alike.
01
The Challenge
Checkit’s original site was functional but overly focused on technology and product specs. It spoke in a technical language that alienated many of the people it aimed to serve—operations managers, business owners, and frontline leaders.
The challenge was to shift the brand narrative from "what we build" to "who we empower." This meant:
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Refocusing messaging around real-world business impact
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Bringing humanity into visuals and storytelling
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Designing a web experience that reflects confidence, clarity, and purpose
02
The Solution
1. Brand Repositioning
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Working closely with leadership and marketing, I helped reposition Checkit as a partner in operational excellence—not just a provider of tools. We defined three key brand pillars:
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Empowering People: Highlighting how Checkit simplifies work for frontline teams
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Driving Results: Demonstrating measurable impact on efficiency, compliance, and performance
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Human-Tech Harmony: Bridging cutting-edge technology with real human needs
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2. Visual Identity Refresh
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The visual tone shifted from cold and corporate to warm, confident, and accessible:
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Introduced a softer, more modern color palette
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Used dynamic, real-life photography of people on the job
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Added bold typography and iconography that communicated clarity and action
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3. Website Redesign
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I led the end-to-end design of the new website, including:
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Homepage: Focused on storytelling and value propositions, not features
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Product Pages: Rewritten to show business benefits and user impact
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Customer Stories: Added new case studies and testimonials to bring real voices forward
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CTAs: Refined for clarity and tailored to different user types (decision-makers, operators, etc.)
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4. Human-Centered UX
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The new site structure prioritized usability:
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Simplified navigation for different audiences (industries, roles, pain points)
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Created entry points based on needs, not products
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Improved accessibility and mobile responsiveness
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03
The Outcome
✔ Bounce rate dropped by 32% within the first month of launch
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✔ Session duration increased by 45%, indicating deeper engagement
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✔ Positive feedback from clients and internal teams about the clarity and warmth of the new brand
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✔ Set the foundation for future marketing campaigns and lead-gen strategies
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04
Final Thoughts
This project was about more than a visual overhaul—it was a strategic repositioning that humanized an entire brand. By focusing on people and outcomes, we turned Checkit from a product-led company into a purpose-driven one. It was a reminder that the best design doesn't just look good—it connects.
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