Saltar al contenido
/ BRAND MARKETING DIRECTOR · END-TO-END REBRAND
BidFuse
A full website redesign, rebrand, and copywriting system for a B2B AdTech platform powering the streaming economy. Planned, designed, written, and shipped end to end.
Role
Director of Brand Marketing
Company
BidFuse · Programmatic / AdTech
Timeline
Aug – Dec 2025 · New York (Remote)
Stack
WordPress · Figma · Gemini (Nano Banana) · Adobe CS
/ POST-LAUNCH
+38%
increase in website traffic after the redesign launch
/ 4 MONTHS · B2B ADTECH
+63%
LinkedIn growth — 930 → 1,518 followers, strengthening brand awareness
02 / 07 Visual System
An electric, technical palette that glows in the dark.
One saturated purple carries the whole palette. Deep black, clean white, and a lilac glow that shows up only when something needs to earn attention. High contrast, high energy, unmistakably AdTech.
Display · Headlines
Aa Gg Qq
Poppins, heavy weights set tight, in caps, oversized. Carries every hero and section title.
POWERING THE STREAMING ECONOMY
OPTIMIZE CPMS. MAXIMIZE VALUE.
SCALE WITHOUT COMPROMISE.
Mono · Technical layer
/ BF_001 — 0123456789
A monospaced system labels every section, product, and CTA turning navigation into a piece of the product UI.
/ OUR VALUE · / TECHNOLOGY · / BF_004
SCROLL TO DISCOVER · /BF_00I HOME
01 / 07 The Challenge
We re-engineered the brand, not just the website.
BidFuse is programmatic advertising infrastructure. Not the sexiest brief, but the most honest one I’ve had in a while. I rebuilt the whole surface. Identity, voice, copy, imagery, launch. The kind of scope that either clarifies a brand or exposes every assumption holding it together.
The brief was technical. The brand had to be human. That tension is the whole job.
►Led the full website redesign in WordPress with architecture, layout, and art direction across every page.
►Wrote the entire site. Headlines, product narratives, CTAs and the technical voice end to end.
►Built the rebrand in Figma & Adobe Creative Suite managing color, type, layout and graphic system.
►Generated brand imagery with Google Gemini (Nano Banana) retouching every key visual on the site.
►Expanded the style guide. Tone of voice, messaging, and visual standards across teams.
03 / 07 Voice & Copywriting
Complex infrastructure, said in plain, declarative lines.
Programmatic advertising is dense. Most brands lean into that. BidFuse cuts through it: short, confident sentences that pair a technical claim with a reason anyone should care. Every headline on the site was written to that rule.
Three rules behind every line.
Three principles kept the voice consistent across every headline, product page, and CTA. Turns out that’s all it takes to stop a brand from sounding like three different people.
Principle 01
Declarative, never hedged
Statements, not maybes. «We re-engineered the supply chain.» The brand asserts; it doesn’t ask permission.
Principle 02
Technical, then human
Lead with the mechanism. SPO, bidstream, yield. Then land on what it means for revenue, trust, or reach.
Principle 03
Transparency as tone
«Reduce the programmatic tax.» Plain language about hidden fees became the spine of the messaging.
The rules, in real headlines.
Four lines pulled straight from the live site. Each one a principle made concrete.
/ BF_001
Optimize CPMs.
Maximize value.
— Efficiency, in four words
/ BF_002
Direct access.
Transparent paths.
— The SPO promise, compressed
/ BF_003
Scale without
compromise.
— Performance as non-negotiable
/ BF_017
Every bid counts.
Every screen matters.
— The advertiser thesis
The / BF_0XX naming system
A monospaced index runs through the entire site — every section, product and module gets a code. It makes a marketing site read like a piece of engineered software.
/ BF_001
Reduce Programmatic Tax
/ BF_004
Products
/ BF_06
Core Engine
/ BF_09
The BidFuse Engine
/ BF_13
BidStream
/ BF_14
BidSense
/ BF_15
BidPulse
/ BF_18
About Us
/ CTA & Button system — written + styled
04 / 07 Imagery · Nano Banana
Every key visual, prompted & art-directed.
The neon cubes, the glowing product devices, the hero environments. All generated with Gemini Nano and Banana, directed to one look. Turns out you can prompt your way to a visual language.
05 / 07 Product Naming & Narrative
One infrastructure. Three named products.
I named and wrote the product family so it reads as one system across three screens, each name a compound of Bid plus its core action, each with its own one-line promise.
/ BF_13 · CTV
BidStream
Premium CTV at Scale
Connected TV as the epicenter of attention at home. Premium streaming inventory that turns every impression into a brand opportunity, with CPMs up to 50% lower than direct deals.
Multi-device reach · Non-skippable formats · Full-screen viewability
/ BF_14 · WEB
BidSense
Smart Web Monetization
Header bidding, direct demand, and a proprietary video player unified into one high-speed stack. Intelligence blended with high-impact formats to maximize every visit.
Proprietary video player · Smart header bidding · Transparent analytics
/ BF_15 · APP
BidPulse
Maximize In-App Yield
Mobile users never pause, and neither should revenue. A full suite of rewarded, interstitial, and native formats with a lightweight SDK and adaptive yield algorithms.
Lightweight SDK · Rewarded & interstitial · Adaptive algorithms
06 / 07 Communication · LinkedIn
Brand awareness, built post by post.
Alongside the rebrand I ran BidFuse’s LinkedIn, translating the same voice and visual system into a content cadence that grew the audience in the B2B AdTech and programmatic market.
/ Follower growth · 4 months
+63%
930
Sep
1,120
Oct
1,340
Nov
1,518
Dec
▸ Replace each image with a real LinkedIn post screenshot.
07 / 07 Results
A rebrand that moved the numbers.
+38%
website traffic post-launch
+63%
LinkedIn followers 930 → 1,518
−27%
content revisions across teams
100%
of site copy written end to end
3
products named & narrated
1
unified brand & voice system
Planned. Designed.
Written. Shipped.
