FullStack Labs

Client
FullStack Labs
Role
Lead Product Designer · Design System Lead
Category
Rebrand · Website · Design System
Year
2023

Outcome

~35%more conversion after launch
$500K+in new contracts in one month, from 10 new clients (a company record)
2businesses on one website
1design system for both
Two cards side by side: Labs in electric blue, end-to-end product builds, and Talent in lime, staff augmentation, joined by a circle that reads one site, two paths.

FullStack was selling two very different things under one name. One was building software for clients from start to finish. The other was placing engineers inside the client's own team. People landing on the website couldn't tell which one they needed. I led the rebrand together with the CEO, the CTO and the design manager, and we turned one confusing company into two clear businesses that share one website and one design system.

01

The Problem

Every service was mixed together on the same pages. Clients kept asking what FullStack actually did, and all that information was getting in the way of closing deals.

02

My Role

I worked with the CEO, the CTO and the design manager on the brand, the site structure and the website itself. I also rebuilt the design system and became the company's go-to person for design systems.

03

The Solution

We split the offer in two. Labs is for clients who want a product built for them. Talent is for clients who want to add people to their own team. The home page sends each visitor to the right place.

Listening first

The answer came from clients

We had several rounds of conversations with leadership and went through client feedback. Every buyer showed up with one of two needs: build me a product, or give me people. The brand had to make that clear before anyone even scrolled.

Dark FullStack website sections floating in perspective: an industry expertise block, the Onboard, Iterate and Release process, a team list and a glowing lime cube.

The website

One site, two paths

The home page explains what FullStack does and sends people to Services (Labs) or Talent. Each side has its own audience, its own proof and its own call to action. I designed it in Figma and we built it in Webflow.

Mosaic of FullStack Labs website pages in perspective on a blue background: home, services, case studies and talent sections.

Material Bridge

Material Bridge: one system for any client's brand

Material Bridge is FullStack's own version of Google's Material Design, used on client projects. Change a few tokens, like the client's colors, font and corner radius, and every component updates to match. Clients who didn't have a design system got one as part of the project.

The same set of components themed three ways by swapping tokens: FullStack blue and lime; a light marketplace-style theme in coral and teal; and a dark health-app theme in graphite green with pastel lime and mint. Each shows buttons, tabs, a text field, chips, a switch, a slider, a progress bar, a checked list item, a card, avatars with a badge and a snackbar.

Color palette

  • Electric Blue #403FE9
  • Deep Blue #1D1CC5
  • Lime #DAF300
  • Midnight #150D46
  • Ink #101011
  • Mist #F7FAFF

One system, both businesses

Two businesses that clearly belong together

Isometric illustration on deep blue: a lime device surrounded by floating interface pieces, an image card, a wireframe, code brackets, toggles and a gear.
A shared visual languageNew colors, type and illustration rules made Labs and Talent feel related.
Collage of dark FullStack pages: a React hero with client logos, featured articles, project photos, a lime cube and a grid of mobile app screens.
Built in WebflowReusable components let the marketing team publish and update pages without waiting on engineers.

The film

FullStack Labs, rebranded

FullStack Labs’ official video for its design services.
“It's been a pleasure being able to work with Thiago. He always has a positive attitude even when projects (or clients) are challenging. He is constantly looking to learn more and improve his skills.”
Brian Smith · VP of Design, FullStack Labs

Up next

Kind words

Thiago approaches every project with a meticulous and user-focused mindset, and his keen eye for UX problem-solving results in thoughtful and beautiful solutions. Thiago is not only a skilled designer but also a dedicated and hard-working team member who brings energy and enthusiasm to every project.
Photo of Adelina Green Adelina GreenProduct Design Manager, GoDaddy