Perch
A SaaS product that could explain what it did to another engineer, but not to a buyer. I set the positioning and messaging, then built the design territory and site around it — so the story and the surface land as one thing rather than two.
The problem
The product was solid and the pitch wasn’t. Feature-led copy that made sense internally and nowhere else, no clear category framing, and a site that asked visitors to assemble the value themselves. Design and messaging had been treated as separate steps, so neither reinforced the other.
The approach
Started with positioning — who it’s for, what it replaces, why now — before touching a layout. Built the messaging hierarchy top-down, then developed a design territory from it: type, color, and page system that give the argument somewhere to live. Homepage, product pages, and supporting templates written and designed together.
The outcome
A site where the first screen names the product’s job in one read, and every page below it advances the same argument. Design territory is reusable — new pages inherit the system instead of restarting it.
A few pieces of the build
Outcomes worth measuring
- PositioningSet before design
- 1Reusable page system
- SaaSProduct marketing + design
Have a project like this?
Send the link or the screenshot you keep meaning to share — I'll come back with where the seams are and what's worth fixing first.