Shackle
Pre-launch B2B marketing site for a hotel-tech SaaS, positioned as the last integration the hotel needs and seeded with partner credibility (Oracle Gold, Park Regis, London & Partners) instead of customer logos.
Pre-launch hotel-tech SaaS. One integration replacing five: keyless check-in/out, in-app F&B ordering, room upgrades, and PMS sync. Brief was a marketing site with one job: convince hospitality decision-makers and seed a waiting list before the product shipped.
Hotel GMs, owners, and operations directors managing a sprawl of legacy systems. Sceptical of another platform pitch, receptive to one that promises to consolidate the mess rather than add to it.
Pre-launch B2B SaaS has no customer logos to point to, and hotel buyers carry a prior of integration fatigue - the page had to position Shackle as relief from that fatigue, not another addition to it.
Freelance work from 2020-2021. The site is no longer live.
Visual identity first (logo, teal accent, brand voice), then IA: hero, introduction, founder video and partners, what-we-do, the solution, Welcome to the Lobby blog and podcast, waiting-list capture in the footer.
Marketing site shipped with a working waiting-list capture, partner-credibility row standing in for customer logos, founder Vimeo above the fold, and a blog and podcast doing parallel industry credibility work.