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Formuleo
Speaker Intelligence Platform
Industry
SaaS / Business Software
Formuleo helps businesses manage clients, documents, quotes and follow-ups in one platform, configured around how they work. But with so many features and possibilities, the service was difficult to explain. The presentation felt too technical for an audience looking for practical help with running their business.
They came to us for a brand refresh, website UX/UI and a complete design system that would make the offer easier to understand and give their team a foundation for new pages.
Potential clients needed to see how Formuleo could help with their everyday work. We organised the experience around the questions behind that decision: what can I manage with it, how does it fit my business, and what does getting started involve?
This gave the features a clearer role in the story. Each capability needed to connect to a recognisable task or problem, helping visitors understand the value before exploring the technical details.
We refreshed the visual identity to make Formuleo feel more approachable while keeping the credibility expected from a business software provider. Clear hierarchy and a consistent visual language help guide attention through the content, giving a broad offer enough structure to feel manageable.
The direction reflects the experience Formuleo wants to offer its customers: capable, flexible and easy to work with.
We designed the website to help visitors move from understanding the service to recognising where it fits their own business. Product visuals make the platform more tangible, while industry-specific sections connect its capabilities to familiar ways of working.
The experience gives potential clients useful context before a demo, helping them arrive with a clearer idea of what Formuleo could do for their team.
We brought the visual foundations, reusable components and page patterns into a complete design system. This gives Formuleo’s team a framework for adding content and creating new pages without rethinking the design each time.
It also gives their developers a shared reference for implementation, helping the website stay consistent as it grows. Our scope covered the brand refresh and design; Formuleo’s team handled development.
• Complex software presented through practical uses that potential clients can recognise.
• More approachable brand and website design for an audience without a technical background.
• Clearer product context to support conversations with prospective customers.
• Reusable design system that helps the team create new pages consistently, with fewer design decisions to revisit.
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