Jeto Redesign

Jeto's team came to me with a clear constraint: no full rebrand, no dramatic overhaul. Their cartoon illustration style had served them in their early days, but it was reading as too casual for the enterprise buyers and MOPs professionals they were increasingly targeting. The brief was to modernize within their existing identity; working directly in WordPress, within their existing theme, without disrupting the site structure their team already knew.

The approach was strategic restraint. Rather than pushing for changes the client wasn't ready for, I worked within their comfort zone by replacing the illustrative characters with professional photography, tightening the typography hierarchy, and introducing a more refined use of their existing green palette. The homepage structure stayed familiar while the visual language shifted upmarket. Every change was client-approved and rolled out incrementally over the course of a year, which also meant managing ongoing updates, new graphics, and page builds as their needs evolved.

Custom graphics and photography created throughout the site to communicate Jeto's software capabilities and brand story visually. Working within a defined brand system of bright green, teal blue, and warm grey, the graphics lean into a technology-forward aesthetic, with stylized UI elements and node-based flow diagrams that reflect how the platform actually works.

The dot grid pattern woven throughout references a signature motif from Jeto's existing brand identity, giving each graphic a cohesive, intentional feel despite the constrained palette. Photography used across supporting pages was also intentionally chosen, colour graded and stylized to match, creating a consistent visual tone across the site.

Jeto was my first client, and looking back, it was one of the most formative experiences of my design career so far. Knowing when to push for a bolder direction and when to adapt to what the client is ready for is as much a part of the craft as the visual work itself. With Jeto, the brief demanded restraint, and finding ways to elevate the brand meaningfully within those boundaries was its own creative challenge, one that pushed me well outside my own aesthetic comfort zone and made me a more versatile designer for it.

A year of managing their WordPress site also taught me something that a single project rarely does: what it means to truly understand a brand from the inside out. Long-term client relationships build a kind of trust and familiarity that makes the design work sharper over time, and that consistency showed in the work.