Virtual Sapiens Web Redesign
This is a web design and rebranding project, collaborated with Virtual Sapiens, a B2B AI-powered communication coaching platform. By developing a cohesive visual identity and restructuring the landing experience, the new design strengthens credibility, improves narrative clarity, and better aligns the product with the expectations of B2B professionals.
Timeline
Feb-Apr, 2025
Category
Rebranding
Website Design
Role
Web Designer
Team
Zheng Cao
Yi-Ting Chen
Dharini Kamdar
Overview
Virtual Sapiens is a B2B AI-powered communication coaching platform that helps professionals improve presentation and interpersonal skills through real-time behavioral feedback and roleplay simulations.
The goal was to reposition the brand and redesign the website to better communicate its value, differentiate it within a competitive AI training market, and create a structured visual and narrative system that builds trust with enterprise clients.
Recognition: Compugraphic Scholarship by Northeastern University
Challenge
Shifting the focus from Virtual Presence to Communication Building
Making it accessible as a general communication coach
Message alignment issues - unable to understand what the tool does in the first go
Brand Value
About Virtual Sapiens
B2B AI tool - focused on improving communication and presentation skills
LinkedIn and in-person networking are their main channel for customer acquisition
Doesn't sell the product directly
Design System
Typography
We introduced DM Sans as the primary typeface to establish clarity, consistency, and cross-platform scalability. Its clean geometric structure enhances readability across digital touchpoints while reinforcing a confident tone.
Color System
We expanded the existing palette into a structured system with defined roles. The expanded color scale allows flexibility while maintaining cohesion, supporting both marketing materials and product UI.
Logo Design
The refreshed logo introduces a more fluid and cohesive mark that subtly integrates the initials “V” and “S,” reinforcing brand memorability.
The refined logo creates a stronger visual presence, which is modern, confident, and tech-forward. The new logo system is designed to be used across the web, marketing materials, and merchandise, ensuring consistency and long-term brand recognition.
Web Design
Before redesigning the website, we conducted interviews to gather feedback on the original experience. The insights revealed that the site failed to clearly communicate Virtual Sapiens’ value proposition: messaging lacked hierarchy, the hero section was unclear, and key trust signals were understated.
The cluttered layout and inconsistent visuals reduced credibility, making it difficult for enterprise users to quickly understand the product’s impact.
So, we planned to restructure the website around three priorities:
Clear Value Communication
Trust & Credibility Signals
Structured Information Hierarchy
The navigation was streamlined to enhance clarity and reduce cognitive load. We introduced clear, action-oriented CTAs to guide users toward meaningful product engagement.
The hero section was refined with concise messaging and a supporting explainer video to immediately communicate value. By replacing vague language with direct CTAs such as “Try Our Product,” we ensured the page quickly answers the core user questions: What does this do, and why does it matter to me?
In order to help users know Virtual Sapiens’s product, we applied a structured zig-zag layout to present services in an engaging format. Each block clearly explains a specific capability, supported by product demo images to create a “what you see is what you get” experience.
As a B2B AI platform, emphasizing data security and privacy is essential to building enterprise trust. We highlighted key features using a structured card layout to improve scannability while clearly communicating compliance and core capabilities.
To further strengthen credibility, we incorporated authentic testimonials with real names and photos. Social proof plays a critical role in enterprise decision-making, helping humanize the AI product and reinforce confidence in its real-world impact.
Promotion
To extend the brand beyond the website, a set of reusable promotional templates was designed, including pitch decks, LinkedIn carousel posts, and video thumbnails.
Designed for easy customization, these assets ensure visual consistency across Virtual Sapiens’ primary channels, from LinkedIn to in-person networking, while reinforcing a cohesive, professional brand presence.
Merch Design
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