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I built the design system and marketing engine for an award winning SaaS platform as the Founding Designer. My work scaled organic traffic by 938% and increased inbound leads by 255%. I turned complex carbon data into a simple product that businesses use to reach net-zero.
The story of Arbor is about constant change and aggressive growth.
We did not start with a polished brand. We started with a mission. I navigated the company through three major domain shifts and visual identities to finally land on a world class presence.
It began with yourarbor.com. Then we moved to arbordb.co.
Finally, I managed the purchase of arbor.eco. I rebuilt the visual identity from the ground up. This included a professional brand palette, modern typography, and custom iconography.
I also developed the background patterns and pitch deck templates that the sales team uses every day. To move faster, I moved our entire marketing setup to Webflow. This let us skip slow dev cycles and launch pages in days, not weeks.
Building the brand was only half the battle. We had to build a website that worked as hard as our sales team.
To transform a complex data-heavy startup into a market-leading carbon accounting platform. The objective was twofold: build an intuitive SaaS product that simplifies environmental impact data for companies, and simultaneously construct an organic marketing engine to drive inbound leads without a massive advertising budget.
We were designing on the go in a high velocity startup. I had to balance deep product work with the immediate need for leads. We needed to look bigger than we were to win trust from enterprise clients. We also had to compete against well funded companies in the search rankings.
A complete move to arbor.eco with a full visual asset library.
A high performance Webflow site with custom CMS and lead tools.
Full UX and UI for the SaaS platform and Shopify app.
An automated content strategy that scales with AI.
This is the primary gateway for our SaaS value prop. It is built to explain a complex product in seconds.
I built custom landing pages for industry specific use cases. These pages show real customer examples and speak directly to the problems different sectors face.
This is an educational hub for sustainability basics. It positions Arbor as a teacher in the space, not just a vendor.
This tool is a massive lead generator. It gives users instant footprint comparisons. It turns boring data into something people can actually visualize.
I designed a database for environmental impact benchmarks. It is a go to resource for anyone looking for carbon data.
This is a streamlined funnel. I optimized every pixel to capture leads and get people into the product.
While the website was busy catching leads, the actual product needed to be built for scale. I worked on the app to make sure the user experience was as smooth as the marketing.
Carbon accounting is hard, but joining the app should not be. I simplified the entry process for a very complex data product.
I designed the core dashboard to give sustainability directors a high-level view of their entire organization’s footprint. Instead of drowning users in spreadsheets, the interface prioritizes actionable insights like total CO2e emissions and year-over-year trends. This centralized hub allows teams to manage multiple product lines and facilities without losing sight of their primary reduction goals.
This section was built to handle complex corporate hierarchies. I designed a structured view that allows users to drill down from global operations to specific facility impacts. By organizing data by department and location, we made it possible for large organizations to delegate reporting while maintaining a single "source of truth" for their net-zero strategy.
This is a core feature that lets users pinpoint exactly where their emissions are highest. It turns data into an action plan.
I built tools that let users model their data and share their impact reports with the rest of the world.
I do not just throw designs over a wall. I provided fully annotated markup designs and built through prototype flows so the final product matched the vision perfectly.
I skipped custom development for the site and used Webflow to launch in under a week.
I created a unified Figma Design System to bridge the gap between marketing and product.
I worked directly with developers to implement complex data visualizations.
I built a Generative Engine Optimization (GEO) workflow to scale our content and dominate the blog space.
I have known Michael for 7+ years, and throughout those years he has been exemplary. His speed, quality of work and intellect is second to none, and this talent was the main reason when I hired him as a founding team member at Arbor. He took that opportunity, and single handedly developed and executed on our website, product and marketing assets. He has the energy and hustle businesses, need in their ranks to catch lightning in a bottle. Over the year, his involvement in any team has lead to considerable increase of productivity, as well as noticeable increase of entrepreneurial thinking across his peers. In short, Michael is what every founder needs by his side.
I had the privilege of working with Michael for over five years at Arbor, where he served as our Creative & Marketing Lead. In that time, Michael became one of the most impactful people on our team, and I don’t say that lightly. Michael designed a large portion of the Arbor platform, and the quality of his work consistently stood out. Prospective clients and stakeholders regularly commented on the polish, clarity, and usability of his designs. He has an exceptional eye for turning complex ideas into intuitive, beautiful interfaces that people actually enjoy using. Beyond design, Michael was instrumental in driving Arbor’s growth. He developed and executed our SEO, AEO, and GEO strategy from the ground up, while also building out our social media presence. The inbound traffic and leads generated through his efforts accounted for a significant share of Arbor’s sales over the past two years, a remarkable achievement for a single individual. What makes Michael truly special is how he works. He’s creative, fast, and efficient, with a rare ability to self-direct and deliver without needing to be managed. He brought energy and positivity to every project and every room he walked into. He’s the kind of collaborator who elevates the people around him. Any team would be lucky to have Michael. I recommend him without hesitation.
So much of our success stories at Arbor can be attributed to what Mike has done. His expertise & hard work has impacted every part of our business. He’s led and improved our marketing strategy from zero to hero, increasing our site’s key SEO metrics by +1000%. Mike also led the designs for our webpage & software platform. Our clients consistently praise the software's ease of use, visual aesthetics and how it “doesn’t hurt their head to use” - which if you know anything about creating software focused on millions of data points is an amazing compliment. Mike completely embodies everything it means to be a great colleague, both on the personal and professional sides.
I've had the pleasure of working with Michael for a long time now, and his impact on our business has been immediate and measurable. From a design perspective, Michael produces exceptional UI and document designs that are both visually strong and highly functional. He works efficiently, turning around high-quality assets in no time at all. What really sets Michael apart is his ability to think beyond just design. On the marketing and SEO side, he consistently finds ways to do more with less. Even with limited budgets, he is able to maximize distribution channels and drive impressive engagement. He understands how to properly structure and optimize web content, not just for aesthetics, but for maximum engagement and lead-generation. Any team would benefit from Michael's skillset, execution speed, and strategic thinking.
Fast load times are the foundation of good SEO and user trust.
A consistent design system reduces friction and increases perceived value.
Small teams can out-publish large competitors by intelligently integrating AI into their content workflows.
