Overview

MASV is a fast, easy-to-use file transfer solution for creative professionals handling massive data workflows. Competing with industry giants such as IBM, Signiant, and Dropbox, MASV needed to elevate its brand identity to reach new markets and communicate a unified story.

As Lead Product Designer, I partnered directly with the CEO, Head of Growth, and Head of Content to define and implement a scalable brand and website strategy. My role was to guide the visual identity, website experience, and design system improvements that would strengthen MASV’s position as an innovative alternative in the market.

Situation

Prior to this initiative, MASV was well-regarded within a niche segment of media and entertainment professionals. While product features were expanding to support broader industries, the brand and website had not kept pace. The global website, built on WordPress and managed primarily by Marketing, was optimized for SEO but lacked a cohesive identity and value-driven experience.

This disconnect limited MASV’s ability to speak to new audiences and fully express its evolving business strategy. To grow, the company needed a unified brand system that could scale across marketing and product.

Task

1. Establishing Alignment
I facilitated workshops with executives and cross-functional partners to identify gaps in the existing brand. Together, we defined a new mission statement:
“Give creatives the freedom to share, collaborate, and deliver on their big ideas.”
This became the foundation for the visual and experiential strategy.

2. Designing the Brand System
I led the creation of a comprehensive design language that included:

Logo: Refined the existing logo and created usage guidelines.
Colors: Expanded the palette for greater flexibility while maintaining character.
Typography: Consolidated three typefaces into one versatile family (Roboto) to unify voice and simplify workflows.
Iconography: Introduced a shared icon library for design and engineering efficiency.
Photography: Shifted focus toward images of real users to create relatability and storytelling opportunities.
Imagery and Graphic Elements: Established a grid system and introduced a signature “light beam” motif to visually convey speed, progress, and movement — aligning the visual story with MASV’s core value proposition.

3. Implementing the Website Experience
I redesigned every core page of the website, optimizing navigation, layout, and responsiveness. I delivered detailed specs in Figma and collaborated closely with engineering on implementation. In addition to visual refinements, I improved usability by addressing overlooked bugs and restructuring site architecture for clarity.

4. Testing and Iteration
I worked with stakeholders to conduct user testing and QA, ensuring designs were implemented to spec and optimized for conversion.

Results

The rebrand and website relaunch delivered immediate and measurable impact:

34% increase in homepage signup conversion rate.
200% increase in web traffic to www.masv.io.
MASV has achieved record monthly revenue targets in the months following the relaunch.

Reflection

This project demonstrated the value of design leadership in shaping not only the user experience, but the entire brand story. By aligning executive vision with a scalable design system, I helped MASV transition from a niche tool into a confident, market-ready brand.

For me, the key takeaway was the importance of designing systems that serve both storytelling and workflow efficiency. The rebrand not only elevated MASV’s perception in the market, it also streamlined collaboration across design, marketing, and engineering, which helped create a foundation for future growth.

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