Jade Software underwent a rebrand to revitalise its market presence. An external agency defined the new brand direction, "bulletproof software," positioning Jade around resilience, scalability, and long-term performance rather than startup energy.

Hired as an external contractor to lead the rebrand and redesign of their website. Working closely with Jade's internal design and development teams to build within their existing HubSpot infrastructure.

Grounded by a mature visual language. Following contemporary design approach inspired by editorial references like Monocle, combining strong grid structures and bold typography with a single activator colour to inject energy and guide users through the page, reflecting Jade's decades of experience rather than just another startup.

An agile approach. An agile approach was taken, designing and launching pages one by one rather than waiting for the full site, to get the new brand and messaging live as quickly as possible.

Worked within platform constraints. The site had to be built in HubSpot on an existing theme. Rather than pushing for a custom build, audited existing modules to utilise the current theme and built custom sections only where needed, delivering a distinctive result inside the platform's limitations.

AI as a solution to a problem. With no existing image library, AI-generated visuals were created (grainy textures, low shutter speed, motion blur) alongside a stock and original hero video to build a cohesive library fast. This let the site launch sooner and allowed rapid experimentation with style and colour, producing a scalable, on-brand asset set without waiting on a full production shoot.

The result was a bulletproof website that confidently captured Jade’s new brand and message. From concept to launch, the site was delivered in under month, getting the refreshed brand to market fast. Design systems will go on to inform the rest of the collateral for roll-out.