Developed a complete brand identity and conversion-focused website infrastructure, enabling client acquisition, industry authority, and brand awareness, all while delivering a 1,011% return on investment shortly after launch.
Company: MoreThan, Inc.
Industry: Marketing
Campaign Duration: 60 days
MoreThan, Inc. is a digital marketing agency specializing in DTC and performance growth campaigns servicing local small businesses in Los Angeles, CA. Their clientele has included e-commerce retailers, distributors, and local community staples.
The executive directors of MoreThan approached me in the summer of 2024 to develop their brand identity and landing page for their website. They were a new digital marketing agency in North Hollywood, CA, with no prior client portfolio or online presence, so their brand authority really rode a lot on this project. The first step was to research proven methods within what we had to work with. This included referencing widely household brand names such as FedEx, Apple, and Costco. Although this research was incredibly biased and objective based on my own taste or opinion, their legacy presence remains indisputable in the United States, and I was looking for similarities within each.
Initial Concept: Mimicking the research brands, I was inspired by FedEx's simple, subconscious messaging of outcome, Apple’s literal imagery of its name, and Costco’s bright, bold lettering. This manifested as a simplistic, bright red greater-than symbol, next to the bold typography shown in Figure 02.
Direction Shift: Although I believe all these parameters were met, the aesthetic messaging wasn’t “digital” marketing and seemed dated. This is when I decided to lean more into the specific research points of the three studied brands, with bolder typography for “more” to really mean it, while returning to the original greater-than symbol’s simplicity.
Refinement: This is when it all came together, by moving the greater-than symbol between the words “more” and “than” to really lean into the subconscious messaging of outcome. Paired with the bold “more” typography, the last step was to remove the period and italic text for “Than,” which now created too much of a clash.
Final Identity: Once the typography was finalized, a custom shape for the greater-than symbol was created, with a stylized shadow in the middle to add detail and recognition. My goal was to create an identity that could stand alone with just its symbol, like Apple, so this took precise minimalism. This was tested with the MoreThan team, which was approved and signed off for finalization.
The logo, branding, and colors were tested on clothing and mockups and shared to gather feedback on legibility and recognition. This research was highly biased, so it is unclear whether this step proved inefficient beyond the collaboration aspect. If I remember correctly, a family member suggested I put the greater-than symbol between the words. Once the team was confident in this direction, the next step was the CMS landing page.
Since MoreThan was a digital marketing agency, the landing page needed to have an easy way to create keyword blogs, which required a content management system, a software used to create, manage, and modify website content without needing specialized coding knowledge (Adobe, 2025). So this was built into Webflow’s CMS backend to easily publish pre-designed webpages with simple image and text inputs. Stock videos from artgrid.io were strategically picked for their mood, color, and content. Some imagery was also chosen to target their audience, which included local retailers and manufacturers. Their logo was also stylized in title sequences throughout the landing page to redirect brand awareness. Lastly, their Calendly scheduler was embedded on the site to minimize the friction from their chosen onversion parameter: calls.
Creative optimization centered on aligning messaging and identity to reinforce both perception and recall. Purpose-driven statements such as “We build brands from scratch” and “Crafting stories your way” were crafted to communicate transformation, ownership, and strategic depth. These verbal cues were amplified by a bold visual system, led by a distinctive “greater than” mark, a symbol of progress — a symbol of progression and performance. This integrated approach strengthened brand salience, recognition, and subconscious association with desired outcomes, positioning the brand to convert with greater confidence and authority.
The brand identity and landing page were developed over the course of one month, after which the client immediately began engaging with prospects from an existing sales backlog. Within 30 days of launch, the business secured a $20,000 client, demonstrating both the speed and effectiveness of the new brand and conversion strategy.
A refined brand identity paired with a conversion-driven landing experience transformed a $1,800 investment into over $20,000 in revenue, achieving a 1,011% return in 60 days. By aligning perception with performance, the brand was positioned to convert higher-value clients with confidence.
