Trans
cendsai
Category
Brand
Positioning
Landing Page
Research
Role
Product Designer
Brand Designer
Content Design
Create a necessity-based control on the Marketing tech industry based on MMP.
Copywriting
Framer Build
Research
Positioning
Brand Direction
Landing Page
Transcend is a self-hosted mobile measurement server.
Every app that spends on ads needs to know which ad produced which install. That job belongs to a category of hosted third-party tools whose bill scales with your growth. Your raw event data lives on their servers, released back to you on their terms.
Transcend runs inside your own cloud at a flat rate.
Tools
Problem Statement
The owner described the product as the only fully private, self-hosted MMP server that was in the market. The claim was to have a technology focus in this USP.
Operate an MMP server at a fraction of current cost.
Full control of attribution data, without middlemen involved.
Protect customer PII from unknown third parties.
Perpetual peace, never switch MMPs again.
In this conversation, he expressed that the main goal was to focus on an executive role, likely CMO or CFO.
The problem they were attacking was that they would be able to give a privacy-focused MMP server. The USP was what Transcend does better than competitors.
In the brief, there wasn't any research or ICP that confirmed these statements, so I need to check the information provided before execute it the plan.
Research
Most of the statements in the first brief were not true.
The Real Problem
With a clear ICP I could find what they actually search for:
How much money can you save by self-hosting mobile analytics?
Why self-host mobile measurement instead of paying for SaaS?
What is an MMP and do you really need one?
AppsFlyer alternative
The ICP was wrong
Not the CMO or CFO. The ICPs who struggle more with this type of pain are the VP of User Acquisition, VP of Growth, or Head of Performance Marketing.
The were others competitors
Open-source projects were already shipping self-hosted attribution, and the legacy vendors had launched their own private versions. The "only one" claim could not go on the page.
ICP problem definition
They do not care that much about the spending.
They care about control, about how much data they can measure, and how fast they get it.
They care more about time consumption than financial struggle.
MOODBOARD
I want to focus the brand design on companies such as Vercel, Linear, Raycast, Retool, PostHog, Hex, Attio, Sentry, and Supabase. Companies that are modern and sophisticated and show that brand style of exploration to the world.
Brand Strategy
I use hexagons as a representation of thousands of attribution data points organized compactly into a single form. Transcending more than just a hexagon.
The concept behind it was that Transcends controls and organizes the data.
It was also the most versatile route. The whole system, patterns and icons included, builds off that one idea.
Execution
Corporate Identity
A two-color identity, fully symmetrical.
Multiple hexagons directing toward one big hexagon at the center.
That center Hexagon is Transcends. Data arrives in different sizes, colors, and shapes, and all of it gets processed.
3D Rendering
Same concept in space. Servers dispersed, cables running from them as data, all of it terminating in the highlighted cube that is Transcend.
Built in Blender, materials in Substance.
Landing Page
Nine sections. Each one has a job designed from the brand strategy, with copy optimized for SEO and GEO.
CTA
A final call to book a demo and see how it works, at the point where the visitor is confident enough to try.
FAQ
Built for SEO and GEO, answering the exact questions the ICP searches for, which positions the page faster.
Process
Transparency used as a competitive advantage, so the client can see exactly how something this expensive will work.
Filter and Exclusion
This is a high-ticket product. The section filters out anyone not prepared to buy it.
Competitive Advantage
Reinforces owning your own data and everything that comes with it.
What Transcend Is
I changed the USP here and focused on what the product can actually do differently: work in real time, transparency, customization, ownership, no DevOps burden, drop-in SDK. These are not unique on their own, but in a market this competitive they are what make the difference.
Situation Acknowledgment
A comparison between what is happening today and how Transcend breaks that and makes it better.
The Problem
Focused on the problem the ICP has.
Hero
Straight to the solution. The keyword carousel is built on YOU, so the visitor feels ownership before reading anything else.
Shipped
A complete landing page design with its own branding structure, go-to-market strategy, iconography, illustration and renders, positioning Transcend as the best solution for MMP.
Two Weeks After Launch
The positioning was tested in market.
Conversations are in progress. Details are confidential.
The page was built to close warm conversations, not cold traffic. The positioning held the first time someone outside the room tested it.
Need help?