Plot — Marketing Site & Design System
How setren built a brand identity, design system, and high-performance marketing site for Plot that increased organic traffic 3x in four months.
The Challenge
Plot is a content strategy platform for marketing teams. They had a working product but no public face — the brand was a placeholder logo and a landing page that converted at under 1%. Their Series A was closing and they needed to launch a marketing presence that matched the quality of their product. The brief: a complete visual identity, a design system that the product team could adopt, and a marketing site that ranks for competitive content marketing keywords. Timeline: eight weeks, from brand exploration to live site.
How setren Approached It
We split the project into two parallel tracks. The brand track started with positioning workshops — we helped Plot articulate what made them different from the 40+ content marketing tools in the market. The insight that unlocked the brand: Plot doesn't help you create more content, it helps you create the right content. That distinction drove every design decision. We developed a type-driven identity system built around a custom display face and a muted, confident color palette. No gradients, no illustrations — just sharp typography and generous whitespace that lets the product speak. The engineering track ran simultaneously. We built the marketing site in Next.js with a component library that mirrors the design system tokens 1:1. Every component — from the hero to the pricing table to the blog layout — is a reusable building block the product team can pull into the app. Page speed was non-negotiable: the site scores 98+ on Lighthouse across all metrics.
The Result
The new site launched in November 2024, two days ahead of schedule. Landing page conversion rate jumped from 0.8% to 3.4% — a 4x improvement. Organic traffic grew 3x over the following four months as the blog and SEO-optimized service pages started ranking. The design system has since been adopted by Plot's product engineering team, unifying the marketing site and the product UI under a single visual language. Plot's CEO called it the best investment they made pre-Series A.
“setren gave us more than a website — they gave us a brand language that our whole team now speaks. The design system saved us months of product design work.”
Tech Stack
Need a brand that ships?
We build brand identities and design systems that work in Figma and in code. From logo to launched site in weeks, not months.
[email protected] →