Filed was building an AI-powered Facebook marketing platform for a competitive, sceptical market. The product was technically sophisticated, but the existing brand didn’t reflect that—it felt generic and failed to communicate what made the platform different.

The brief: create a brand identity and website that could establish credibility with experienced marketers while remaining accessible to smaller businesses new to paid social.

I led brand strategy and creative direction from initial brief through to launch.

The first challenge was positioning. We needed to understand what would resonate with two very different audiences—performance marketers who’d seen every promise before, and business owners taking their first steps into Facebook advertising. I led the research phase: competitor analysis, audience interviews, and market positioning workshops.

From that foundation, I defined the creative direction and developed brand concepts that balanced technical credibility with approachability. I presented strategic options to the directors, refined based on feedback, and locked in an identity system that could scale.

I then oversaw the website design and build, ensuring brand and product experience worked as one—from messaging hierarchy to interaction design to visual consistency.

A brand and digital presence that positioned Filed as a serious player in a crowded market. The identity system gave the business a platform for growth, and the website became the primary conversion tool for enterprise leads.