Overview

In early 2025, I led a strategic brand redesign for ORX Travel, a B2B SaaS platform serving host travel agencies. The project aimed to tackle significant UX and branding issues holding back growth. At the same time, the parent company, NDC Solutions Inc., was preparing to rebrand as Roameta, requiring a flexible yet impactful brand evolution.

The goal: transform a confusing, buzzword-heavy, and visually inconsistent brand into something professional, trustworthy, and scalable—aligning clearly with the needs of busy, pragmatic decision-makers.

Problem

ORX Travel was gaining traction among travel agencies, yet struggled with three main challenges:

• Visual Inconsistency: No clear brand system, confusing user touchpoints.
• Poor User Flow: Visitors rarely explored beyond the initial landing page, limiting deeper product discovery.
• Inaccessible Content: Complex jargon and vague marketing language alienated users, reducing engagement and conversions.

My previous experience building scalable design systems for startups made it clear what needed to be done: create a unified, user-centric identity and structure.

Approach

Working cross-functionally with our marketing team, I led the following initiatives:

1. Define a cohesive brand system
   Establish clear design guidelines, including typography, colours, UI elements, and iconography. Shifted to a simpler, professional visual language suited to B2B SaaS and enterprise clients.‍
2. Redesign the site structure & navigation (IA)
   Reorganized pages and navigation to guide users naturally from blog posts into key product information and demos. Simplified user journeys, reducing friction and confusion.‍
3. Rewrite content & brand voice
   Transitioned away from buzzwords (“revolutionize,” “disrupt”) to clear, benefit-driven language. Improved content accessibility and relevance for agency decision-makers.

I launched the redesigned site and branding on February 15, 2025, followed by a comprehensive content update on April 1, 2025. Here's the redesigned branding:

Roameta Brand Guidelines

Results & Metrics

Using Google Analytics, I tracked the impact on key metrics (28-day rolling average, May 2024–May 2025):

• User engagement doubled from ~1.8 to over 4 pages per user.
• A 30% increase in demo requests, attributed to clearer messaging and better site structure.
• Sustained improvements, demonstrating deeper user engagement rather than temporary spikes.

These changes didn’t just enhance aesthetics; they fundamentally improved user understanding, exploration, and trust in the product.

Reflections & Next Steps

This project reinforced the value of strategic design, not just as visual polish, but as a powerful lever for business growth. It also clarified how thoughtful content design and IA dramatically impact user behaviour and conversion.

Moving forward, ORX Travel will gradually integrate into the Roameta brand. By carefully aligning brand elements over time, we’re strategically preserving SEO and brand recognition while smoothly transitioning to a unified identity.

Thanks for reading :)