Context

Spectra is a Danish software company building digital products for the hospitality industry. After years of product-focused development, the company needed a stronger digital identity and a website that could clearly communicate its offerings to B2B clients.

My Role

I was the sole designer at Spectra, working across UI/UX, branding, and product design for the entire company. In this project, I owned the full rebranding process — from brand strategy and visual identity to designing the new website and coordinating with developers. I worked closely with the CEO, support team, and external partners to align the site with commercial goals.

The Challenge

The previous website lacked structure, visual consistency, and clarity. The brand failed to communicate professionalism or value. Customers struggled to understand what we offered, leading to confusion and missed leads. My goal was to design a modern, trustworthy, and user-friendly platform that could support both customer onboarding and future marketing efforts.

The Process

I started by developing the brand identity — including tone of voice, color palette, typography, layout principles, and usage guidelines. I mapped the information architecture around key user needs and business goals. I designed a component-based layout system, enabling future scalability across pages like product detail, careers, legal, and contact.

The Solution

The final design brought clarity, professionalism, and trust.

Key improvements included:

• A clean, focused homepage with clear calls to action

• Modular product pages explaining each system and its benefits

• A dedicated careers section to attract tech talent

• A solution overview to help customers identify the right product for their needs

• A scalable design system built for future expansion

Results & Reflection

The new website makes it easier for customers, partners, and prospects to understand what Spectra offers. Internally, the redesign aligned the team around a unified brand identity and provided a strong foundation for future growth. The project strengthened my skills in branding, digital product storytelling, and full-cycle design execution — from strategy to launch.