# Extracted Content from https://www.michaelvereb.com/work/arbor



## Arbor 

## Scope 

## Web Design 

## Product Design 

## Brand Design 

## Timeline 

## January 2021 — February 2026 

## Role 

## Founding Product Designer 

## Marketing Manager 

## Summary 

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. 

## Deliverables 

## Rebrand 

A complete move to arbor.eco with a full visual asset library. 

## arbor.eco 

A high performance Webflow site with custom CMS and lead tools. 

## app.arbor.eco 

Full UX and UI for the SaaS platform and Shopify app. 

## SEO engine 

An automated content strategy that scales with AI. 

## Overview 

The story of Arbor is about constant change and aggressive growth. 

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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. 

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It began with yourarbor.com . Then we moved to arbordb.co . 

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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.  

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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. 

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Building the brand was only half the battle. We had to build a website that worked as hard as our sales team. 

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## Goal 

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.  

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## Challenge 

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. 

## Process 

## Rapid deployment 

I skipped custom development for the site and used Webflow to launch in under a week. 

## Systematization 

I created a unified Figma Design System to bridge the gap between marketing and product. 

## Collaborative handoff 

I worked directly with developers to implement complex data visualizations. 

## AI-first marketing 

I built a Generative Engine Optimization (GEO) workflow to scale our content and dominate the blog space. 

## Results 

## 965% increase in website clicks compared to the previous year 

## 1,329% growth in total search result impressions 

## 97/100 score on Google PageSpeed Insights for optimized performance 

## 255% jump in inbound leads generated year over year 

## 12.7M search impressions secured between 2024 and 2025 

## 52,500 total clicks driven to the marketing site through strategic SEO 

## 19.4% reduction in bounce rate compared to the industry average 

## 59 domain ranking up (from 6) through technical and content SEO 

## Key takeaways 

## Speed wins 

Fast load times are the foundation of good SEO and user trust. 

## Design is marketing 

A consistent design system reduces friction and increases perceived value. 

## AI scale 

Small teams can out-publish large competitors by intelligently integrating AI into their content workflows. 

## Tools 

## Figma 

## Webflow 

## Google Analytics 

## Google Search Console 

## Ahrefs 

## Semrush 

## ChatGPT 

## Gemini 

## Photoshop 

## PageSpeed Insights 

## Loops 

## Attio 

## Restream 

## Google Slides 

## NotebookLM 

## LinkedIn Ads 

## Microsoft Clarity 

## Skills 

## Product Design, Webflow Development, UI/UX, SEO Strategy, Generative Engine Optimization (GEO), Prompt Engineering, Data Analysis, Conversion Rate Optimization (CRO) 

## Platform 

## Web 

## Last updated 

## April 22, 2026 

## Let's connect 

## Michael Vereb