Doubling market visibility with SaaS rebranding
Led a 3-month rebrand that clarified product value, doubled Canadian market visibility, and boosted U.S. awareness 75x — all while building systems that scaled.
2024-2025
Driftscape
Driftscape is a Canadian travel-tech startup offering a content-rich exploration app for cities, cultural institutions, and tourism organizations.
Brand Design Strategy
Startup Growth
Marketing
Product Clarity
Outcome
Led a 3-month rebrand that clarified product value, doubled Canadian market visibility, and boosted U.S. awareness 75x; all while building systems that scaled.
Why It Mattered
Driftscape had a strong product but struggled with low brand trust and weak differentiation. Tourism organizations didn’t understand what the platform did or why it mattered.
Results
-
Increased SEO Authority score: 19 → 25
-
Canadian visibility: 42% → 80%
-
U.S. visibility: 0.04% → 4%
-
50% faster asset production and clearer value comms
-
Stronger partner conversions due to improved product narrative
What I Lead
As Director, Marketing & CX:
-
Shaped overall brand and messaging strategy
-
Directed research, visual design, and brand voice
-
Led visual identity redesign, design system creation, and content rollout
-
Created scalable brand architecture for startup growth
How We Did It
-
Conducted interviews with BIAs, museums, and DMOs
-
Audited competitors across travel-tech SaaS landscape
-
Refined color palette to improve accessibility and contrast
-
Transformed app’s “Drift” UI motif into a core brand device
-
Delivered content and visual systems across all touchpoints
Influence
-
Created custom AI to aid brand messaging, content creation and execution
-
Created templates and documentation for content governance
-
Influenced cross-functional buy-in for rebrand direction
Learnings
Startups move fast, but velocity without clarity stalls growth. This project reinforced the value of pausing to align on who we are, who we serve, and how we scale with intention. Design and messaging aren’t decoration... they’re momentum.
"Good brand systems don’t just tell your story, they make others want to tell it too."