Avetta global SaaS website redesign

A complex platform needed a website people could understand quickly.

Avetta helps clients manage safety, sustainability and risk across global supply chains. The website had to explain that broad offering while supporting visitors with very different levels of knowledge and very different reasons for arriving.

Blue Fountain Media was engaged to redesign the global marketing website. My role combined art direction and hands-on UX/UI design, turning the existing brand into a more coherent digital experience built for discovery, engagement and conversion.

The website had to serve both sides of the Avetta network.

A procurement executive wanted confidence. A contractor wanted clarity. A prospective client wanted proof. Existing customers wanted resources. The information architecture created distinct routes for these needs instead of forcing every visitor through the same story.

The system also had to work across 9 languages, multiple screen sizes and a growing library of product, industry and educational content. Rigid page designs would have created inconsistencies and made localisation harder.

Decision: build a flexible system instead of a collection of one-off pages.

I rejected layouts that depended on fixed amounts of English copy or worked only at desktop scale. They would become inconsistent across breakpoints and fragile when translated. Reusable content patterns, flexible grids and predictable hierarchy gave each page room to adapt.

Within Avetta's existing guidelines, I moved the digital experience towards a stronger blue-led palette and a more sophisticated visual language. Client feedback shaped several refinements, while the overall system stayed consistent and responsive.

The website needed to keep evolving after the initial launch.

I designed a modular visual system for product marketing, customer education, industry pages, resources, events, customer stories and technical content. Shared typography, spacing and interaction patterns connected these different formats without making every page look identical.

Adobe XD and Photoshop supported the design process. The reusable approach helped the wider team extend the site while preserving the art direction across responsive layouts and translated content.

Decision: show the platform in action instead of relying on marketing copy.

I created product tours, animated interface previews, videos and infographics that explained important workflows visually. These assets gave visitors useful proof earlier in the journey and made technical concepts easier to grasp before asking them to book a demonstration.

The website launched in December 2020, followed by multilingual versions in February 2021.

Post-launch reporting showed a 26.19% year-over-year increase in organic traffic and a 3.19% reduction in bounce rate. The clearer audience paths, product demonstrations and conversion-focused page structure helped Avetta improve discovery and engagement. Blue Fountain Media continued working with Avetta on personalisation after launch. The site remained online for several years before a later redesign followed changes in Avetta's products and market.