nexroll
Brand Identity & Conversion Website
Marketing pages built for one outcome: visitors who download and request a demo.
- Role
- Brand Product Designer
- Scale
- 250,000+ clients · 50 states
About the company
Nexroll is a US payroll and HCM (human capital management) software provider for businesses with 1 to 5,000+ employees. Its platform covers payroll and tax, time tracking, hiring, benefits, HR self-service and analytics in one system. It serves more than 250,000 clients across healthcare, hospitality, retail, manufacturing and nonprofits. Its pitch is enterprise-grade technology with personal, white-glove service.
My role:
Brand Identity & Conversion Website
Goal
Marketing pages built to turn visitors into downloads and demo requests, explaining each part of the HCM suite and making the next step obvious.
Brand identity
I built Nexroll’s visual identity, including the logo system and its applications, to show both sides of the company: dependable, compliant technology and a warm, human partner. The aim was to look modern and trustworthy in a crowded HR-tech market while staying approachable for small business owners.
Product and UI design
Designed in-product screens such as payroll previews, time cards, onboarding flows and benefits views, to make a complex HCM suite easy to grasp.
Website
I designed the marketing site to improve conversion. Each page, from the home page and solutions overview to Payroll & Tax and the integrations directory, explains one part of the platform and leads to one next step. The navigation menu keeps the path short, so a visitor is ready to download the Solutions Overview or book a demo.
Design System
Architecture & pages
I designed 18 pages and their architecture: the home page, solutions overview, solution pages, integrations directory and company pages, all leading to one next step, a download or a demo. To keep that path consistent as pages multiply, I built the design system from the patterns they share: calls to action, feature and solution cards, the four-step implementation flow, trust stats, logo grids, navigation and footer.
Foundations as tokens.
I built the system from the values up.
- Color: a primitive palette mapped to semantic roles such as text/primary, surface/default and action/primary, so a page never references a raw hex value.
- Typography: a type scale with named styles for display, headings, body, captions and labels, chosen to read clearly for small-business owners and HR teams.
- Spacing, radius and elevation: a fixed scale so layouts stay consistent across breakpoints.
- Iconography and imagery: shared stroke and size rules, and guidelines for product screenshots and illustration.
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