Challenge

MarTechExec published a large volume of interviews, features, and category roundups daily. The brand lacked visual cohesion and content felt inconsistent across formats, which made it harder for readers to instantly recognize and trust the platform.

Strategy

As Design Lead at Obzervant I developed a scalable visual system and repeatable template structure that supported editorial velocity. The goal was to make content feel unified even at high output speed, and to strengthen recognition across web, social, and newsletter channels.

Execution

We established a modular grid, consistent typography sets, flexible color structure, and simplified layout patterns that could be rapidly applied by content teams. This enabled the brand to maintain visual quality across dozens of article types without slowing production.

Outcome

• Improved brand cohesion across all published content
• Increased production speed without sacrificing quality
• Established foundations for a recognizable editorial identity at scale
• A 80% in web impressions, and 120% increase in page interaction time