TL;DR
Client: B2B SaaS Startup (Y-Combinator Portfolio)
The Problem: A functional but "dry" landing page and founder-led video that lacked visual engagement for a high-stakes relaunch.
The Solution: A rapid rollout of animated GIFs, custom-composited illustrations, and motion graphics for a promotional launch film.
Key Results: Successful relaunch on a "down-to-the-wire" deadline; transformed static technical concepts into relatable human stories.
Case Study: Humanizing B2B SaaS Through Motion & Narrative
Motion Strategy, Visual Storytelling, & Brand Relaunch for a YC-Backed Startup
The Challenge
After two years of refining their core product, this YC-backed startup was ready for a strategic relaunch. While their foundational branding (logo and palette) was set, their digital presence was "feature-heavy and visual-light." They needed to move from a static, text-dense landing page to an engaging, human-centric experience that could effectively communicate their value proposition to B2B customers.
The Goal: "Juj up" the existing landing page and break up a founder-led promotional video with meaningful animated segments.
The Constraint: An extremely tight, "down-to-the-wire" deadline leading up to the official relaunch date.
Strategy: Prioritization & Lean Execution
Working in a high-growth startup environment requires extreme efficiency. I applied a "Legal-Minded" precision to project management to ensure we hit the launch window without sacrificing quality.
Priority Mapping: I led thorough discovery sessions with the client to categorize deliverables into "Mission Critical" and "Secondary," ensuring the most impactful assets were polished first.
Communication Synthesis: To eliminate the risk of late-stage revisions, I maintained a constant feedback loop. This clarity allowed for a "first-time-right" workflow, essential for meeting the quick turnaround.
Resourcefulness (Kufū): Rather than building every asset from scratch—which would have jeopardized the deadline—I utilized my DIY "beige flag" mentality. I curated and composited licensed stock assets, reimagining them into original, brand-compliant illustrations that felt bespoke to the product.
Execution: Humanizing Technical Data
The software targets a complex pain point: the difficulty of gathering reliable data on employee-customer interactions. My task was to make this abstract struggle feel tangible and solvable.
Motion with Purpose: I replaced static imagery with subtle, brand-aligned GIFs. These weren't just decorative; they were designed to bring the landing page "to life," guiding the user’s eye toward key calls-to-action.
Narrative Video Editing: For the launch video, I integrated animated segments to visualize the narrator’s concepts. By focusing on character expression and human emotion, I ensured that the technical "SaaS" story remained relatable and empathetic.
Visual Storytelling: I created a series of graphics specifically to illustrate the "feedback gap." By visualizing the journey from customer interaction to data-driven training, I made the software’s ROI immediately apparent to prospective B2B buyers.
The Impact: Seamless Launch & Visual Integrity
Despite the high-pressure timeline, the project was delivered in full for the relaunch.
Brand Consistency: By strictly adhering to the existing style guide while "fine-tuning" the assets, I ensured the new motion graphics felt like a natural evolution of the brand, not an afterthought.
Engagement Boost: The transition from chunks of text to animated, illustrated "chapters" transformed the landing page into a storytelling tool rather than just a signup form.
Efficiency at Scale: My ability to piece together licensed elements into original compositions allowed the startup to achieve a "high-budget" look within the constraints of a lean, fast-moving relaunch window.