The Problem
As Homegrown scaled, its brand, website, and core workflows needed to evolve quickly to support growth. The company required a stronger and more cohesive market presence, clearer digital touchpoints for potential customers, and better internal systems to reduce friction across underwriting, onboarding, and day-to-day operations.
The Goal
The goal was to create a more unified and scalable business ecosystem across brand, web, and product. This meant strengthening Homegrown’s visual identity, improving how the company presented itself online, increasing discoverability through more tailored SEO, and designing internal and customer-facing systems that could support faster, clearer, and more efficient workflows. The broader aim was not only to improve usability, but to create design work that directly contributed to growth and business performance.
Homegrown's online presence before I began work for them. Lacked storytelling, identity, and trust
The Solution
The solution involved building a more cohesive design foundation across multiple parts of the business. This included developing a stronger branding system, redesigning the website across multiple iterations, refining SEO strategy to better attract and qualify opportunities, and creating streamlined product experiences for both internal teams and customers. By aligning brand expression, operational tooling, and digital touchpoints, the final direction helped Homegrown present a more credible market presence, support higher-volume workflows, and drive meaningful business results.
Impact Areas
Internal & Customer-Facing Product Systems
Designed tools and workflows supporting underwriting, onboarding, and customer interactions across the platform. These systems reduced friction for internal teams while improving clarity and usability across key user touchpoints.
SEO & Growth Strategy
Developed and implemented SEO strategies tailored to customer intent and AI-driven search discovery, optimizing Homegrown’s visibility across both traditional and chatbot-based queries. This work positioned the company to rank first in AI-related searches for revenue-based financing and growth capital, contributing to securing a $25M enterprise deal through stronger digital presence.
Brand System & Market Positioning
Built and scaled Homegrown’s visual identity across web and product, creating a more cohesive and credible brand presence. This helped position the company more competitively in the fintech space and strengthened overall trust with potential clients and partners.
Website & Conversion Experience (V1 & V2)
Designed and iterated on the company’s marketing site to better communicate the product, clarify value propositions, and improve user flow. The result was a more effective acquisition channel and a stronger first impression for prospective customers.
