DoControl
A SaaS security platform that provides visibility, threat detection and remediation for SaaS apps.
SaaS
Transformation
Role
Lead Multimedia Designer
Timeline
May 2022-October 2023
team
Marketing Team
platform
Web
The Real Problem
DoControl had a strong product and a growing customer base, but their marketing presence didn't reflect either. Brand assets were inconsistent across channels, the website wasn't structured around how their actual buyers (CISOs, Security Directors, and Security Engineers) made decisions, and the company was producing dense thought-leadership content with no design system to make it land. As Lead Multimedia Designer, I was brought in to own creative end-to-end across brand, web strategy, and editorial.
Event & Trade Show Presence
Conference booths and event creative were a priority. This was where DoControl converted face-to-face. The booth backdrop pictured here was the centerpiece: a single diagram showing DoControl sitting between a customer's tech stack and their SaaS apps, delivering complete visibility, threat detection, and remediation for sensitive data exposure and insider threats. The whole product story, legible from across the show floor.
Campaign & Social Creative
Day-to-day, I produced the steady drumbeat of marketing creative the team needed to stay visible. This included partner marketing collateral, video thumbnails for product explainers, demo previews, customer quote cards, and recurring social templates. Conceptual illustration was where I got to push hardest. The OAuth third-party applications piece, with hands holding glasses that frame app logos like an eye exam, turned an abstract security concept into something memorable, and set the visual direction for how the team illustrated technical topics going forward.
Strategy & UX Audit
The marketing site was the company's most expensive lead-gen tool, and it wasn't pulling its weight. I led a full audit covering competitor navigation patterns, homepage features, industry UX trends, and a SWOT specific to the existing site. Mapping competitor nav structures revealed an industry-standard pattern (Product, Solutions, Resources, Company) that DoControl was missing, and competitor homepage analysis surfaced opportunities around interactive discovery, motion graphics, "why us" messaging, and educational content brought higher in the funnel.
Building a Visual System
Before designing individual assets, I established a flexible visual language built around DoControl's core palette of deep purples, mint green accents, and a soft, approachable illustration style that pushed against the dark, fear-based aesthetic typical of cybersecurity marketing. The goal was to position DoControl as modern, confident, and approachable. This system had to scale from a 600x600 LinkedIn post to a 20-foot trade show banner without losing personality.
Reimagining the Homepage
From the audit I built a UX formula tied directly to the three buyer personas: Hero (emotional connection plus how we help), Establish Trust (customer logos), How We Help (interactive demo or prototype), Why DoControl (the differentiator), Educational Content (report, case study, whitepaper), and Final CTA. I produced a sitemap, wireframes, sketches, and design comps that translated this strategy into a buildable redesign, work that informed the homepage direction the team took forward.
The Outcome
Across every touchpoint, DoControl shipped to market with a coherent brand presence, a stronger website strategy informed by their actual buyer personas, and editorial content like data reports designed to open doors with enterprise prospects. The visual system held up across every channel it needed to, from paid social to a 10x10 trade show booth, and the work supported the company's growth through their Series B and into Series C conversations.