Digital redesign for a leading load balancing company

HAProxy is a leading open-source load balancer and reverse proxy, recognized for its speed, reliability, and efficiency.

Their digital presence was outdated, misaligned with their brand, and failed to position them as a competitive B2B industry leader. Content was overly technical and structured in ways that risked confusing potential clients.

As the lead designer on this project, I established the visual direction, developed the design system, and documented specifications for engineers, enabling HAProxy to present itself as a trusted and credible vendor.

As a result of our work, HAProxy’s digital presence now aligns with its brand and client expectations, supporting long-term revenue growth as a key marketing channel. We enhanced brand consistency across digital channels and implemented a content strategy for asset usage, resulting in more engaging and resonant creative within a complex and often dry industry. Additionally, we improved the information architecture and user experience, making HAProxy’s complex offerings easier to understand for a diverse range of stakeholders, from managers vetting load balancing partners to CTOs and technical leads with deeper subject knowledge.