Falkon
Brand Strategy, Creative Direction, Sales & Marketing, UX Leadership
I built Falkon’s brand presence and created the sales tools that helped turn prospects into clients.
I helped build Falkon’s brand and market presence while connecting creative strategy to business development. As the company’s only designer and Director of UX, I owned the brand across every touchpoint, from the website and messaging to sales presentations, proposals, case studies, and marketing collateral. I also worked directly with prospective clients, partnering with sales to lead product discovery, shape solutions, and communicate the value of UX.
Over my 5.5 years at Falkon, the company grew from approximately $4M to more than $8M in annual revenue. My work helped strengthen how the company presented itself, engaged prospects, and turned business opportunities into client relationships.
The Challenge
Falkon worked across complex technology services, including custom software development, IT, cybersecurity, cloud, and AI. Helping prospective clients understand those services, trust the team, and see how Falkon could solve their problems was an important part of winning new business.
The opportunity was to create a cohesive brand presence and give the sales team the tools to tell a clearer, more compelling story. Marketing materials needed to look polished while explaining complex capabilities, establish credibility, differentiate Falkon, and help prospects understand what working with the team could accomplish for their bottom line.
My role and approach
Building the brand and market presence
I owned Falkon’s brand and creative execution, partnering with leadership on direction while developing the work myself. This included evolving the brand identity, designing the website, refining messaging, and creating a consistent visual presence across marketing and sales materials.
Turning creative into a sales tool
I partnered with sales on strategy and created the materials they used to communicate Falkon’s services and value. I developed case studies, presentations, proposals, sales collateral, social campaigns, and internal communications. Each piece needed to look and sound like Falkon while making technical information easier to understand and giving prospects a clearer picture of the team’s capabilities.
I also joined sales meetings as the UX leader. I helped discuss product opportunities, lead discovery, understand business needs, challenge initial assumptions, and shape potential solutions before work moved into delivery.
Business Impact
During my 5.5 years at Falkon, I combined creative execution with strategic thinking, client-facing UX leadership, and practical sales support to help Falkon present itself more clearly, build credibility, and grow the business.
Achievements:
- More than doubled annual revenue: Helped strengthen Falkon’s market presence, client acquisition, and sales process as annual revenue grew from approximately $4M to more than $8M during my 5.5 years.
- 10+ new clients in 12 months: Supported business development through client discovery, solution framing, and sales materials that helped prospects understand Falkon’s capabilities.
- $1M in incremental revenue: Contributed to the business development and delivery efforts behind the company’s $1M revenue increase in 2022 compared with 2021.
- $250K+ in annual recurring revenue growth: Supported client acquisition and business development as Falkon’s total recurring revenue grew by at least $250K annually.
- 35.7% increase in billable hours: Helped connect sales opportunities to well-defined client needs and viable project solutions, contributing to the company’s growth in client work.
