Into Margin
Turning Data into Profit: Margin’s New Online Identity
The challenge
Analyticos was evolving. What started as a data analysis and keyword research service was shifting towards a SaaS product, requiring a clearer distinction between its consulting services and the new tech-driven platform. This meant splitting the existing brand into two distinct yet connected identities. Margin was born as a standalone brand focused on data-driven margin optimization, but it needed its own website, identity, and design system—one that would be recognized as a sister brand to Analyticos while standing confidently on its own.
Discovery
To ensure a cohesive brand experience, we dove deep into the essence of both companies. Analyticos had already established a reputation in data analytics, so we needed to ensure Margin carried that credibility while visually distinguishing itself. Through stakeholder discussions and competitor analysis, we defined key branding principles:
- Maintain a visual connection to Analyticos but with a unique identity.
- Leverage a data-driven, upward trajectory theme to reflect profitability and growth.
- Ensure a modern and tech-forward design to appeal to SaaS users.
The design process was centered around balancing familiarity and distinction.
Design
The design process was centered around balancing familiarity and distinction.
While keeping blue as the primary color to maintain synergy with Analyticos, we refined the shade to be bolder and more dynamic, reinforcing the innovative and future-forward nature of Margin.
The Logo
Inspired by the "A" in Analyticos, we crafted an "M" for Margin using the same angular style, ensuring a strong brand connection. The upward movement of the "M" symbolizes growth, a core principle of Margin’s services.
Custom Illustrations
To make data-driven margin optimization more digestible, we created a custom animation journey using Lottie. The concept? "Helping you navigate the data jungle." Each animation step guides the user through the data-driven decision-making process in a fun, intuitive way. Since margin optimization is often a difficult concept to explain, this visual storytelling approach helped make the product more engaging and easy to understand—enhancing user trust and adoption.
Build
Using Webflow, the Margin website was built with a clean, data-centric layout, emphasizing clarity and usability. We ensured it communicated trust and precision while differentiating it from a typical SaaS landing page—blending data visualization elements with strong messaging on profitability and insights.
“Working with Funtown Studio for the third time has only reinforced what I already knew - they are truly exceptional. Cath, Sam, and Tayla form an incredible team that consistently turns briefs into kick-ass designs. I am blown away every time.
Their outstanding communication and patience with me (a non-creative) sets them apart, along with their ability to anticipate needs and offer solutions before challenges arise.
After collaborating with many design studios over the years, Funtown is light years ahead. Their work has become integral to our success - we aren’t going to work with anyone else, and I wouldn't hesitate to recommend them to anyone seeking both top-tier design expertise and a genuinely enjoyable collaboration.”
Daniel Wolman, Into Margin & Analyticos Founder
