Case Study

Brand Identity & Conversion-Focused Website Infrastructure Generates +1,011% ROI

Brand Identity Content Web Development Creative Psychology

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.

About This Project

Company: MoreThan, Inc.
Industry: Digital Marketing
Campaign Duration: 60 days

United States 1–5 Employees Marketing

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.

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$1,800

Project cost to client

+1,011%

Direct ROI revenue

60 Days

Campaign duration

+49%

Ad performance increase

Approach

The Strategy

Figure 01. Shows the significant impact of brand lift and consumer recall in video advertising performance (Creative Works, YouTube & Google, 2026).

Create a Performance-Focused Brand Identity & Conversion Funnel

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 on this project.

The first step was to research proven methods within the constraints we had. This included referencing widely known brand names such as FedEx, Apple, and Costco. Their legacy presence remains indisputable in the United States, and I was looking for shared design principles within each.

Researching FedEx, Apple, and Costco proved to be an inspiration. The arrow within the negative space between the letters 'EX' in FedEx showed creativity and subconscious messaging. Apple's iconic symbol is unmistakable. Lastly, Costco's bold lettering and contrast are legible no matter the viewing distance.

Establish Brand Clarity, Recognition, and Authority

Initial Concept: Mimicking the research brands, I was inspired by FedEx's subconscious messaging of outcome, Apple's literal imagery, and Costco's bold lettering. This manifested as a simplistic greater-than symbol with bold typography.

Direction Shift → Refinement → Final Identity: After iterating toward bolder typography and moving the greater-than symbol between the words 'more' and 'than,' the subconscious messaging of outcome came together. A custom stylized greater-than symbol with a shadow detail was created — tested for legibility and signed off by the MoreThan team.

Figure 02. Shows the MoreThan brand design process from concept to execution and strategy (Millard, J., 2026).

Implementation

The Execution

Figure 03. Shows an AI-generated brand kit mockup image by ChatGPT, prompted with MoreThan's branding assets, perimeters, and specifications (generated on 03-17-2026).

Confirm Awareness Potential, Messaging, and Legibility

The logo, branding, and colors were tested on clothing mockups and shared to gather feedback on legibility and recognition. Once the team was confident in this direction, the next step was the CMS landing page.

Develop the High Authority CMS Landing Page Website Funnel

Since MoreThan was a digital marketing agency, the landing page needed a content management system for keyword blog creation. 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. Their logo was stylized in title sequences throughout the landing page to redirect brand awareness. Lastly, their Calendly scheduler was embedded on the site to minimize friction from their chosen conversion parameter: calls.

Ensure Creative Optimization and Establish Consumer Brand Loyalty Capacity

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. The bold greater-than mark — a symbol of progression and performance — amplified brand salience, recognition, and subconscious association with desired outcomes.

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Campaign Schedule

Timeline

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.

Outcomes

Performance Results

Client Investment

$1,800

$1,000 Landing Page · $800 Brand Identity

Revenue Generated

$20,000+

Within 60 days of launch

Return on Investment

+1,011%

11.1× return on investment

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.

+1,011%

Direct ROI revenue

+49%

Ad performance increase

60 Days

Campaign duration

$1,800

Project cost to client

Takeaways

Final Thoughts

This project reinforced a fundamental truth of marketing: brand credibility is a conversion tool. By building a visual identity rooted in psychological research and brand legacy principles, MoreThan launched with authority rather than anonymity — and the market responded accordingly.

The $20,000 client acquisition within 30 days of launch validated the investment and demonstrated the ROI potential of strategic brand and web development. This framework — combining a performance-focused identity with a CMS-powered conversion funnel — is directly replicable for any service-based business entering a competitive market.

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