Economize empowers businesses to master their cloud spending through a comprehensive cost management and optimization platform. We collaborated closely to redefine Economize’s brand narrative and redesign the website and illustrations to improve user engagement. The goal? To ensure every touchpoint reflected their innovative approach to cloud cost management—right in time for their next big growth milestone.
Understanding the Existing Foundation
Before we began, we took stock of the existing design work that had already been developed, which played a crucial role in laying the initial foundation for Economize’s visual identity. Key elements such as the mascot designs, base templates, and core illustrations were already in place.
The Economize team contributed to the evolution of the mascots, our role was to strategically refine and incorporate these elements into a cohesive, refreshed brand experience. We strategically optimized their usage to align better with the brand’s evolving identity. Additionally, we leveraged the existing framework and website structure as a strong starting point, ensuring continuity while enhancing the overall aesthetic.
The Challenge
Economize’s website was falling short on two fronts: usability and aesthetics. The previous iteration was overly complicated, lacked coherence with its brand identity, and didn’t communicate the value of its product effectively.
Metrics that underscored that needed change:
High bounce rates on key pages.
Low clarity in solution offerings, leading the team to introduce an entirely new "Why Economize" page to better articulate the platform’s value.
Customer feedback indicating confusion about the value proposition.
We needed to address these pain points while retaining and elevating the unused but beloved mascots to make them a seamless part of Economize’s digital story.
"The speed at which Betwn Studios delivered our project was nothing short of amazing. Not only did they meet every deadline without compromising on quality, but they also went above and beyond."
Anirudh Murali
CEO & Co-founder, Economize
Our Approach
We took a phased approach, ensuring alignment and quality at every step of the process.
Phase 1: Foundation Rebuild
Phase 2: Expanding the Ecosystem
Phase 3: Illustration & Brand Cohesion
Phase 1 : Foundational Overhaul
Our initial focus was on building a strong foundation by redesigning key pages and introducing new ones to better communicate Economize’s value.
Homepage – Streamlined to emphasize Economize’s key benefits with a cleaner layout, focused messaging, and stronger visual hierarchy.
Why Economize – A brand-new page, developed in collaboration with the marketing team to clearly present solution offerings and unique value propositions.
Internal Features Pages – Re-crafted a CMS-powered template to house five feature pages, ensuring consistency and streamlined content updates.
Phase 2 : Scaling for Growth
Building on the success of Phase 1, we expanded the redesign to additional critical pages:
Integrations Pages – Designed a unifed framework for core and internal integrations.
Pricing Page – Developed a clear, trust-driven pricing structure to improve transparency.
Customer Stories & Guides – Created engaging pages to highlight success stories and actionable insights.
Glossary & About Pages – Strengthened Economize’s thought leadership with well-structured, informative content.
Phase 3 : Illustration & Brand Refinement
A key challenge was ensuring that the existing mascot illustrations aligned with the updated brand identity. Having worked on Economize’s original illustration assets, we were well-positioned to modernize them while maintaining brand consistency.
Mascot Integration – The mascot designs were a key element of the website’s identity. Later, the Economize team introduced new mascot designs, which we skillfully integrated into the site. We enhanced these mascots with updated illustrations and strategic placements to ensure they complemented the refreshed aesthetic without overwhelming the content.
Illustration Rebranding – Starting with the original illustrations, we reimagined each one to align with the new design language. This process created a consistent visual story that supports Economize’s data-driven focus while paying homage to the initial artwork.
Workflow and Collaboration
Economize’s team had a clear vision, but executing a full rebrand required close collaboration and streamlined communication. Anirudh, Co-founder and CEO of Economize, worked with us closely to ensure their offerings were presented with clarity and a strong brand voice.
With these new and updated pages comes the need for assets to visually illustrate the key features and benefits in the accompanying copywriting. To bring this to life, we executed extensive illustration work that complemented the messaging, making complex cost optimization concepts easy to understand.
To keep things organized, we set up an async workflow using Slack as the central hub. A dedicated project channel allowed for real-time updates, feedback loops, and milestone tracking, ensuring a smooth and efficient collaboration.
Approach to Content Management
Economize already had an existing CMS and tech stack for their marketing site, but it needed restructuring to align with our design vision and their evolving brand offerings. We worked on refining the system to ensure it was scalable, easy to update, and flexible enough to accommodate future needs.
To make content management more efficient, we implemented a modular approach by creating reusable content blocks. This allowed Economize’s marketing team to quickly update pages, test new ideas, and launch content without relying on development support—streamlining their workflow and reducing turnaround times.
Reimagining the Navigation
The initial website structure, which included a well-designed navigation framework, served as a solid foundation for Economize’s user experience. This groundwork allowed us to focus on evolution rather than starting from scratch. As the product offerings grew, we reimagined the navigation to enhance discoverability and better reflect the expanding ecosystem of features, integrations, and partner programs.
We introduced reusable components to enable rapid updates and customization, ensuring the navigation remains adaptable. Dropdowns were reorganized to prioritize high-impact options—like integrations with Slack, Teams, and Discord, alongside partner programs such as MSPs, Tech Partners, and FinOps Partners. These changes make it effortless for users to explore and adopt Economize’s offerings, seamlessly integrating them into their workflows.
Rebranded Illustrations
When we set out to rebrand the illustrations for Economize, we focused on aligning them with our overall design system. Using our established brand assets, shapes, typography, and color palette, we created a cohesive visual language that enhances clarity and consistency across the platform.
Beyond refining the original artwork, we introduced new illustrations to emphasize our product’s core features and value propositions. These enhancements elevate the user experience, making interactions more intuitive, while reinforcing brand recognition across all touchpoints, including the website, in-app visuals, and marketing collateral.
Showcasing Economize in Action
To enhance engagement and drive more conversions, Economize recently worked with a vendor to create a product demo video. Since video ads typically see 2x higher click-through rates compared to static images, we wanted to experiment with how they perform on Economize’s website.
We implemented a custom JavaScript solution in Webflow for rendering the product demo video. Instead of relying on Webflow’s built-in video components, which often come with unwanted UI elements or loading issues, we opted for a fully controlled, lightweight custom implementation.
To make the most of this asset, we carefully positioned the video next to the "Book a Demo" section. This placement ensures that visitors can quickly understand how Economize works while being prompted to take immediate action.
Economize empowers businesses to master their cloud spending through a comprehensive cost management and optimization platform. We collaborated closely to redefine Economize’s brand narrative and redesign the website and illustrations to improve user engagement. The goal? To ensure every touchpoint reflected their innovative approach to cloud cost management—right in time for their next big growth milestone.
Understanding the Existing Foundation
Before we began, we took stock of the existing design work that had already been developed, which played a crucial role in laying the initial foundation for Economize’s visual identity. Key elements such as the mascot designs, base templates, and core illustrations were already in place.
The Economize team contributed to the evolution of the mascots, our role was to strategically refine and incorporate these elements into a cohesive, refreshed brand experience. We strategically optimized their usage to align better with the brand’s evolving identity. Additionally, we leveraged the existing framework and website structure as a strong starting point, ensuring continuity while enhancing the overall aesthetic.
The Challenge
Economize’s website was falling short on two fronts: usability and aesthetics. The previous iteration was overly complicated, lacked coherence with its brand identity, and didn’t communicate the value of its product effectively.
Metrics that underscored that needed change:
High bounce rates on key pages.
Low clarity in solution offerings, leading the team to introduce an entirely new "Why Economize" page to better articulate the platform’s value.
Customer feedback indicating confusion about the value proposition.
We needed to address these pain points while retaining and elevating the unused but beloved mascots to make them a seamless part of Economize’s digital story.
"The speed at which Betwn Studios delivered our project was nothing short of amazing. Not only did they meet every deadline without compromising on quality, but they also went above and beyond."
Anirudh Murali
CEO & Co-founder, Economize
Our Approach
We took a phased approach, ensuring alignment and quality at every step of the process.
Phase 1: Foundation Rebuild
Phase 2: Expanding the Ecosystem
Phase 3: Illustration & Brand Cohesion
Phase 1 : Foundational Overhaul
Our initial focus was on building a strong foundation by redesigning key pages and introducing new ones to better communicate Economize’s value.
Homepage – Streamlined to emphasize Economize’s key benefits with a cleaner layout, focused messaging, and stronger visual hierarchy.
Why Economize – A brand-new page, developed in collaboration with the marketing team to clearly present solution offerings and unique value propositions.
Internal Features Pages – Re-crafted a CMS-powered template to house five feature pages, ensuring consistency and streamlined content updates.
Phase 2 : Scaling for Growth
Building on the success of Phase 1, we expanded the redesign to additional critical pages:
Integrations Pages – Designed a unifed framework for core and internal integrations.
Pricing Page – Developed a clear, trust-driven pricing structure to improve transparency.
Customer Stories & Guides – Created engaging pages to highlight success stories and actionable insights.
Glossary & About Pages – Strengthened Economize’s thought leadership with well-structured, informative content.
Phase 3 : Illustration & Brand Refinement
A key challenge was ensuring that the existing mascot illustrations aligned with the updated brand identity. Having worked on Economize’s original illustration assets, we were well-positioned to modernize them while maintaining brand consistency.
Mascot Integration – The mascot designs were a key element of the website’s identity. Later, the Economize team introduced new mascot designs, which we skillfully integrated into the site. We enhanced these mascots with updated illustrations and strategic placements to ensure they complemented the refreshed aesthetic without overwhelming the content.
Illustration Rebranding – Starting with the original illustrations, we reimagined each one to align with the new design language. This process created a consistent visual story that supports Economize’s data-driven focus while paying homage to the initial artwork.
Workflow and Collaboration
Economize’s team had a clear vision, but executing a full rebrand required close collaboration and streamlined communication. Anirudh, Co-founder and CEO of Economize, worked with us closely to ensure their offerings were presented with clarity and a strong brand voice.
With these new and updated pages comes the need for assets to visually illustrate the key features and benefits in the accompanying copywriting. To bring this to life, we executed extensive illustration work that complemented the messaging, making complex cost optimization concepts easy to understand.
To keep things organized, we set up an async workflow using Slack as the central hub. A dedicated project channel allowed for real-time updates, feedback loops, and milestone tracking, ensuring a smooth and efficient collaboration.
Approach to Content Management
Economize already had an existing CMS and tech stack for their marketing site, but it needed restructuring to align with our design vision and their evolving brand offerings. We worked on refining the system to ensure it was scalable, easy to update, and flexible enough to accommodate future needs.
To make content management more efficient, we implemented a modular approach by creating reusable content blocks. This allowed Economize’s marketing team to quickly update pages, test new ideas, and launch content without relying on development support—streamlining their workflow and reducing turnaround times.
Reimagining the Navigation
The initial website structure, which included a well-designed navigation framework, served as a solid foundation for Economize’s user experience. This groundwork allowed us to focus on evolution rather than starting from scratch. As the product offerings grew, we reimagined the navigation to enhance discoverability and better reflect the expanding ecosystem of features, integrations, and partner programs.
We introduced reusable components to enable rapid updates and customization, ensuring the navigation remains adaptable. Dropdowns were reorganized to prioritize high-impact options—like integrations with Slack, Teams, and Discord, alongside partner programs such as MSPs, Tech Partners, and FinOps Partners. These changes make it effortless for users to explore and adopt Economize’s offerings, seamlessly integrating them into their workflows.
Rebranded Illustrations
When we set out to rebrand the illustrations for Economize, we focused on aligning them with our overall design system. Using our established brand assets, shapes, typography, and color palette, we created a cohesive visual language that enhances clarity and consistency across the platform.
Beyond refining the original artwork, we introduced new illustrations to emphasize our product’s core features and value propositions. These enhancements elevate the user experience, making interactions more intuitive, while reinforcing brand recognition across all touchpoints, including the website, in-app visuals, and marketing collateral.
Showcasing Economize in Action
To enhance engagement and drive more conversions, Economize recently worked with a vendor to create a product demo video. Since video ads typically see 2x higher click-through rates compared to static images, we wanted to experiment with how they perform on Economize’s website.
We implemented a custom JavaScript solution in Webflow for rendering the product demo video. Instead of relying on Webflow’s built-in video components, which often come with unwanted UI elements or loading issues, we opted for a fully controlled, lightweight custom implementation.
To make the most of this asset, we carefully positioned the video next to the "Book a Demo" section. This placement ensures that visitors can quickly understand how Economize works while being prompted to take immediate action.
Economize empowers businesses to master their cloud spending through a comprehensive cost management and optimization platform. We collaborated closely to redefine Economize’s brand narrative and redesign the website and illustrations to improve user engagement. The goal? To ensure every touchpoint reflected their innovative approach to cloud cost management—right in time for their next big growth milestone.
Understanding the Existing Foundation
Before we began, we took stock of the existing design work that had already been developed, which played a crucial role in laying the initial foundation for Economize’s visual identity. Key elements such as the mascot designs, base templates, and core illustrations were already in place.
The Economize team contributed to the evolution of the mascots, our role was to strategically refine and incorporate these elements into a cohesive, refreshed brand experience. We strategically optimized their usage to align better with the brand’s evolving identity. Additionally, we leveraged the existing framework and website structure as a strong starting point, ensuring continuity while enhancing the overall aesthetic.
The Challenge
Economize’s website was falling short on two fronts: usability and aesthetics. The previous iteration was overly complicated, lacked coherence with its brand identity, and didn’t communicate the value of its product effectively.
Metrics that underscored:
High bounce rates on key pages.
Low clarity in solution offerings, leading the marketing team to introduce an entirely new "Why Economize" page to better articulate the platform’s value.
Customer feedback indicating confusion about the value proposition.
We needed to address these pain points while retaining and elevating the unused but beloved mascots to make them a seamless part of Economize’s digital story.
"The speed at which Betwn Studios delivered our project was nothing short of amazing. Not only did they meet every deadline without compromising on quality, but they also went above and beyond."
Anirudh Murali
CEO & Co-founder, Economize
Our Approach
We took a phased approach, ensuring alignment and quality at every step of the process.
Phase 1: Foundation Rebuild
Phase 2: Expanding the Ecosystem
Phase 3: Illustration & Brand Cohesion
Phase 1 : Foundational Overhaul
Our initial focus was on building a strong foundation by redesigning key pages and introducing new ones to better communicate Economize’s value.
Homepage – Streamlined to emphasize Economize’s key benefits with a cleaner layout, focused messaging, and stronger visual hierarchy.
Why Economize – A brand-new page, developed in collaboration with the marketing team to clearly present solution offerings and unique value propositions.
Internal Features Pages – Re-crafted a CMS-powered template to house five feature pages, ensuring consistency and streamlined content updates.
Phase 2 : Scaling for Growth
Building on the success of Phase 1, we expanded the redesign to additional critical pages:
Integrations Pages – Designed a unifed framework for core and internal integrations.
Pricing Page – Developed a clear, trust-driven pricing structure to improve transparency.
Customer Stories & Guides – Created engaging pages to highlight success stories and actionable insights.
Glossary & About Pages – Strengthened Economize’s thought leadership with well-structured, informative content.
Phase 3 : Illustration & Brand Refinement
A key challenge was ensuring that the existing mascot illustrations aligned with the updated brand identity. Having worked on Economize’s original illustration assets, we were well-positioned to modernize them while maintaining brand consistency.
Mascot Integration – The mascot designs were a key element of the website’s identity. Later, the Economize team introduced new mascot designs, which we skillfully integrated into the site. We enhanced these mascots with updated illustrations and strategic placements to ensure they complemented the refreshed aesthetic without overwhelming the content.
Illustration Rebranding – Starting with the original illustrations, we reimagined each one to align with the new design language. This process created a consistent visual story that supports Economize’s data-driven focus while paying homage to the initial artwork.
Workflow and Collaboration
Economize’s team had a clear vision, but executing a full rebrand required close collaboration and streamlined communication. Anirudh, Co-founder and CEO of Economize, worked with us closely to ensure their offerings were presented with clarity and a strong brand voice.
With these new and updated pages comes the need for assets to visually illustrate the key features and benefits in the accompanying copywriting. To bring this to life, we executed extensive illustration work that complemented the messaging, making complex cost optimization concepts easy to understand.
To keep things organized, we set up an async workflow using Slack as the central hub. A dedicated project channel allowed for real-time updates, feedback loops, and milestone tracking, ensuring a smooth and efficient collaboration.
Approach to Content Management
Economize already had an existing CMS and tech stack for their marketing site, but it needed restructuring to align with our design vision and their evolving brand offerings. We worked on refining the system to ensure it was scalable, easy to update, and flexible enough to accommodate future needs.
To make content management more efficient, we implemented a modular approach by creating reusable content blocks. This allowed Economize’s marketing team to quickly update pages, test new ideas, and launch content without relying on development support—streamlining their workflow and reducing turnaround times.
Reimagining the Navigation
The initial website structure, which included a well-designed navigation framework, served as a solid foundation for Economize’s user experience. This groundwork allowed us to focus on evolution rather than starting from scratch. As the product offerings grew, we reimagined the navigation to enhance discoverability and better reflect the expanding ecosystem of features, integrations, and partner programs.
We introduced reusable components to enable rapid updates and customization, ensuring the navigation remains adaptable. Dropdowns were reorganized to prioritize high-impact options—like integrations with Slack, Teams, and Discord, alongside partner programs such as MSPs, Tech Partners, and FinOps Partners. These changes make it effortless for users to explore and adopt Economize’s offerings, seamlessly integrating them into their workflows.
Rebranded Illustrations
When we set out to rebrand the illustrations for Economize, we focused on aligning them with our overall design system. Using our established brand assets, shapes, typography, and color palette, we created a cohesive visual language that enhances clarity and consistency across the platform.
Beyond refining the original artwork, we introduced new illustrations to emphasize our product’s core features and value propositions. These enhancements elevate the user experience, making interactions more intuitive, while reinforcing brand recognition across all touchpoints, including the website, in-app visuals, and marketing collateral.
Showcasing Economize in Action
To enhance engagement and drive more conversions, Economize recently worked with a vendor to create a product demo video. Since video ads typically see 2x higher click-through rates compared to static images, we wanted to experiment with how they perform on Economize’s website.
We implemented a custom JavaScript solution in Webflow for rendering the product demo video. Instead of relying on Webflow’s built-in video components, which often come with unwanted UI elements or loading issues, we opted for a fully controlled, lightweight custom implementation.
To make the most of this asset, we carefully positioned the video next to the "Book a Demo" section. This placement ensures that visitors can quickly understand how Economize works while being prompted to take immediate action.