Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Decentriqisadatacollaborationplatformthathelpsorganisationsanalyseprivatedata
Decentriqisadatacollaborationplatformthathelpsorganisationsanalyseprivatedata
Decentriqisadatacollaborationplatformthathelpsorganisationsanalyseprivatedata
Decentriqisadatacollaborationplatformthathelpsorganisationsanalyseprivatedata
Creative Lead
2024 – 2025

Brand Identity
Brand Identity
Art direction
Art direction
Website
Website
Sales enablement
Sales enablement
Content systems
Content systems
Team leadership
Team leadership

Brand Identity
Brand Identity
Art direction
Art direction
Website
Website
Sales enablement
Sales enablement
Content systems
Content systems
Team leadership
Team leadership
Decentriq
My role
Creative Lead for a hybrid team across brand, website, and sales enablement
Industry
Data privacy, data collaboration, advertising, media
Timeframe
2024 – 2025
7-figure
contracted revenue
Total contracted deals for company during my tenure
7-figure
contracted revenue
Total contracted deals for company during my tenure
7-figure
contracted revenue
Total contracted deals for company during my tenure
7-figure
contracted revenue
Total contracted deals for company during my tenure
+32%
time on site
After website refresh
+32%
time on site
After website refresh
+32%
time on site
After website refresh
+32%
time on site
After website refresh
96%
on schedule
Across 400 marketing and sales design requests
96%
on schedule
Across 400 marketing and sales design requests
96%
on schedule
Across 400 marketing and sales design requests
96%
on schedule
Across 400 marketing and sales design requests
About
Decentriq is a Zurich-based platform for privacy-first collaboration on sensitive data. I was brought in to make every touch point feel trustworthy to global brands.
About
Decentriq is a Zurich-based platform for privacy-first collaboration on sensitive data. I was brought in to make every touch point feel trustworthy to global brands.
About
Decentriq is a Zurich-based platform for privacy-first collaboration on sensitive data. I was brought in to make every touch point feel trustworthy to global brands.
About
Decentriq is a Zurich-based platform for privacy-first collaboration on sensitive data. I was brought in to make every touch point feel trustworthy to global brands.
Key challenges
When I joined, the brand and website signalled 'young start-up' despite premium product capabilities and pricing. The gap limited trust and slowed enterprise sales. Four issues compounded the challenge:
Pressure to move fast without sacrificing quality
Inconsistent execution across channels
Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)
Dependence on a developer to build and evolve the website
Key challenges
When I joined, the brand and website signalled 'young start-up' despite premium product capabilities and pricing. The gap limited trust and slowed enterprise sales. Four issues compounded the challenge:
Pressure to move fast without sacrificing quality
Inconsistent execution across channels
Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)
Dependence on a developer to build and evolve the website
Key challenges
When I joined, the brand and website signalled 'young start-up' despite premium product capabilities and pricing. The gap limited trust and slowed enterprise sales. Four issues compounded the challenge:
Pressure to move fast without sacrificing quality
Inconsistent execution across channels
Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)
Dependence on a developer to build and evolve the website
Key challenges
When I joined, the brand and website signalled 'young start-up' despite premium product capabilities and pricing. The gap limited trust and slowed enterprise sales. Four issues compounded the challenge:
Pressure to move fast without sacrificing quality
Inconsistent execution across channels
Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)
Dependence on a developer to build and evolve the website
Approach
Trust requires standards and consistency. My goal was to make premium quality repeatable across decks, web, and day-to-day marketing. I led a hybrid team to:
Audit competitors, elevate brand standards, and rebuild the image library
Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand
Restructure the website around audience paths and build a reusable component library
Approach
Trust requires standards and consistency. My goal was to make premium quality repeatable across decks, web, and day-to-day marketing. I led a hybrid team to:
Audit competitors, elevate brand standards, and rebuild the image library
Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand
Restructure the website around audience paths and build a reusable component library
Approach
Trust requires standards and consistency. My goal was to make premium quality repeatable across decks, web, and day-to-day marketing. I led a hybrid team to:
Audit competitors, elevate brand standards, and rebuild the image library
Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand
Restructure the website around audience paths and build a reusable component library
Approach
Trust requires standards and consistency. My goal was to make premium quality repeatable across decks, web, and day-to-day marketing. I led a hybrid team to:
Audit competitors, elevate brand standards, and rebuild the image library
Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand
Restructure the website around audience paths and build a reusable component library
Brand identity in motion
Brand identity in motion
Brand identity in motion
Brand identity in motion
Website refresh
The website had too many top-level pages with overlapping content, so visitors had to guess where to go next. I consolidated the architecture from 22 pages to 16, making next steps obvious for each audience.
In parallel, I applied new brand standards across the site and designed a reusable component library so the team could build and change pages in-house.
Website refresh
The website had too many top-level pages with overlapping content, so visitors had to guess where to go next. I consolidated the architecture from 22 pages to 16, making next steps obvious for each audience.
In parallel, I applied new brand standards across the site and designed a reusable component library so the team could build and change pages in-house.
Website refresh
The website had too many top-level pages with overlapping content, so visitors had to guess where to go next. I consolidated the architecture from 22 pages to 16, making next steps obvious for each audience.
In parallel, I applied new brand standards across the site and designed a reusable component library so the team could build and change pages in-house.
Website refresh
The website had too many top-level pages with overlapping content, so visitors had to guess where to go next. I consolidated the architecture from 22 pages to 16, making next steps obvious for each audience.
In parallel, I applied new brand standards across the site and designed a reusable component library so the team could build and change pages in-house.

Website refresh: refined grid, narrative structure, editorial imagery across site

Website refresh: refined grid, narrative structure, editorial imagery across site

Website refresh: refined grid, narrative structure, editorial imagery across site

Website refresh: refined grid, narrative structure, editorial imagery across site

Key page layouts for each audience

Key page layouts for each audience

Key page layouts for each audience

Key page layouts for each audience
+7%
unique visitors
Avg. daily visitors post-refresh
+7%
unique visitors
Avg. daily visitors post-refresh
+7%
unique visitors
Avg. daily visitors post-refresh
+7%
unique visitors
Avg. daily visitors post-refresh
+33
seconds
Avg. user time on site post-refresh
+33
seconds
Avg. user time on site post-refresh
+33
seconds
Avg. user time on site post-refresh
+33
seconds
Avg. user time on site post-refresh
-10%
bounce rate
Decrease post-refresh
-10%
bounce rate
Decrease post-refresh
-10%
bounce rate
Decrease post-refresh
-10%
bounce rate
Decrease post-refresh

Website across devices


Website across devices


Website across devices


Website across devices

Art direction
Decentriq’s product is technical, so first impressions had to build trust fast. I set a photography-led art direction, rebuilt the image library using AI-assisted production, and deployed it across all channels.
Strict standards for realism, lighting, and grading in the images read as editorial photography, not prompts, in a category dominated by flat, geometric SaaS branding.
Art direction
Decentriq’s product is technical, so first impressions had to build trust fast. I set a photography-led art direction, rebuilt the image library using AI-assisted production, and deployed it across all channels.
Strict standards for realism, lighting, and grading in the images read as editorial photography, not prompts, in a category dominated by flat, geometric SaaS branding.
Art direction
Decentriq’s product is technical, so first impressions had to build trust fast. I set a photography-led art direction, rebuilt the image library using AI-assisted production, and deployed it across all channels.
Strict standards for realism, lighting, and grading in the images read as editorial photography, not prompts, in a category dominated by flat, geometric SaaS branding.
Art direction
Decentriq’s product is technical, so first impressions had to build trust fast. I set a photography-led art direction, rebuilt the image library using AI-assisted production, and deployed it across all channels.
Strict standards for realism, lighting, and grading in the images read as editorial photography, not prompts, in a category dominated by flat, geometric SaaS branding.

AI-assisted, human-directed imagery: concepting, grading, proofing

Image concept: anonymity

AI-assisted, human-directed imagery: concepting, grading, proofing

Image concept: anonymity

AI-assisted, human-directed imagery: concepting, grading, proofing

Image concept: anonymity

AI-assisted, human-directed imagery: concepting, grading, proofing

Image concept: anonymity

Image concept: signal loss

Image concept: 'walled garden' advertising environment

Image concept: signal loss

Image concept: 'walled garden' advertising environment

Image concept: signal loss

Image concept: 'walled garden' advertising environment

Image concept: signal loss

Image concept: 'walled garden' advertising environment
Sales enablement
Decentriq was a premium-priced product, so sales materials had to justify value and build confidence quickly, especially for global brands.
I rebuilt the decks as a system: consistent structure, strong visual hierarchy, clear proof points, and modular slide layouts that could be adapted per pitch without breaking the brand.
Sales enablement
Decentriq was a premium-priced product, so sales materials had to justify value and build confidence quickly, especially for global brands.
I rebuilt the decks as a system: consistent structure, strong visual hierarchy, clear proof points, and modular slide layouts that could be adapted per pitch without breaking the brand.
Sales enablement
Decentriq was a premium-priced product, so sales materials had to justify value and build confidence quickly, especially for global brands.
I rebuilt the decks as a system: consistent structure, strong visual hierarchy, clear proof points, and modular slide layouts that could be adapted per pitch without breaking the brand.
Sales enablement
Decentriq was a premium-priced product, so sales materials had to justify value and build confidence quickly, especially for global brands.
I rebuilt the decks as a system: consistent structure, strong visual hierarchy, clear proof points, and modular slide layouts that could be adapted per pitch without breaking the brand.
Select slides from sales decks; refined grid, line work, glass effect, and editorial imagery
Select slides from sales decks; refined grid, line work, glass effect, and editorial imagery
Select slides from sales decks; refined grid, line work, glass effect, and editorial imagery
Select slides from sales decks; refined grid, line work, glass effect, and editorial imagery

Collaboration network infographic; design detailing

Segmentation infographic; design detailing

Collaboration network infographic; design detailing

Segmentation infographic; design detailing

Collaboration network infographic; design detailing

Segmentation infographic; design detailing

Collaboration network infographic; design detailing

Segmentation infographic; design detailing
Before: the old deck signalled 'start-up'
After: modular grid system, tight hierarchy, editorial imagery signalled 'enterprise-ready'
Before: the old deck signalled 'start-up'
After: modular grid system, tight hierarchy, editorial imagery signalled 'enterprise-ready'
Before: the old deck signalled 'start-up'
After: modular grid system, tight hierarchy, editorial imagery signalled 'enterprise-ready'
Before: the old deck signalled 'start-up'
After: modular grid system, tight hierarchy, editorial imagery signalled 'enterprise-ready'
Content systems
Requests came from sales, marketing, and leadership, so I introduced a system that made priorities, status, ownership, and feedback visible, without sacrificing quality.
I standardised intake, centralised workflows, owned QA, and led a hybrid team (two in-house, two external) through shifting priorities.
Content systems
Requests came from sales, marketing, and leadership, so I introduced a system that made priorities, status, ownership, and feedback visible, without sacrificing quality.
I standardised intake, centralised workflows, owned QA, and led a hybrid team (two in-house, two external) through shifting priorities.
Content systems
Requests came from sales, marketing, and leadership, so I introduced a system that made priorities, status, ownership, and feedback visible, without sacrificing quality.
I standardised intake, centralised workflows, owned QA, and led a hybrid team (two in-house, two external) through shifting priorities.
Content systems
Requests came from sales, marketing, and leadership, so I introduced a system that made priorities, status, ownership, and feedback visible, without sacrificing quality.
I standardised intake, centralised workflows, owned QA, and led a hybrid team (two in-house, two external) through shifting priorities.




Motion design
To reinforce Decentriq’s premium position, I brought the brand into motion. The direction drew on Swiss precision: repeatable timing rules, clean easing, and motion that reads like clockwork.
The system was designed to scale across channels as capacity allowed. Even where motion wasn’t fully rolled out, it set a clear benchmark for brand craft.
Motion design
To reinforce Decentriq’s premium position, I brought the brand into motion. The direction drew on Swiss precision: repeatable timing rules, clean easing, and motion that reads like clockwork.
The system was designed to scale across channels as capacity allowed. Even where motion wasn’t fully rolled out, it set a clear benchmark for brand craft.
Motion design
To reinforce Decentriq’s premium position, I brought the brand into motion. The direction drew on Swiss precision: repeatable timing rules, clean easing, and motion that reads like clockwork.
The system was designed to scale across channels as capacity allowed. Even where motion wasn’t fully rolled out, it set a clear benchmark for brand craft.
Motion design
To reinforce Decentriq’s premium position, I brought the brand into motion. The direction drew on Swiss precision: repeatable timing rules, clean easing, and motion that reads like clockwork.
The system was designed to scale across channels as capacity allowed. Even where motion wasn’t fully rolled out, it set a clear benchmark for brand craft.
The results
During my tenure, Decentriq contracted major brands including IKEA, Netflix, and Samsung. The total contracted revenue grew from six figures to seven figures.
After the website refresh, time on site increased 32%, and bounce rate fell 10%.
Across marketing and sales support, I completed 400 requests, with 96% delivered on schedule. A junior designer I mentored increased delivery speed 25% and reduced QA revisions over 50%.
The results
During my tenure, Decentriq contracted major brands including IKEA, Netflix, and Samsung. The total contracted revenue grew from six figures to seven figures.
After the website refresh, time on site increased 32%, and bounce rate fell 10%.
Across marketing and sales support, I completed 400 requests, with 96% delivered on schedule. A junior designer I mentored increased delivery speed 25% and reduced QA revisions over 50%.
The results
During my tenure, Decentriq contracted major brands including IKEA, Netflix, and Samsung. The total contracted revenue grew from six figures to seven figures.
After the website refresh, time on site increased 32%, and bounce rate fell 10%.
Across marketing and sales support, I completed 400 requests, with 96% delivered on schedule. A junior designer I mentored increased delivery speed 25% and reduced QA revisions over 50%.
The results
During my tenure, Decentriq contracted major brands including IKEA, Netflix, and Samsung. The total contracted revenue grew from six figures to seven figures.
After the website refresh, time on site increased 32%, and bounce rate fell 10%.
Across marketing and sales support, I completed 400 requests, with 96% delivered on schedule. A junior designer I mentored increased delivery speed 25% and reduced QA revisions over 50%.
Reflection
Premium products cannot afford start-up cues, especially in long, high-stakes sales cycles. Trust is built through consistency across touch points, not one hero asset.
Content systems mattered as much as craft, because they made quality repeatable under time pressure.
Leadership changes sharpened my judgement about what to prioritise, what to simplify, and what to decline. It reinforced the value of saying no to low-impact requests, even when they felt urgent.
Reflection
Premium products cannot afford start-up cues, especially in long, high-stakes sales cycles. Trust is built through consistency across touch points, not one hero asset.
Content systems mattered as much as craft, because they made quality repeatable under time pressure.
Leadership changes sharpened my judgement about what to prioritise, what to simplify, and what to decline. It reinforced the value of saying no to low-impact requests, even when they felt urgent.
Reflection
Premium products cannot afford start-up cues, especially in long, high-stakes sales cycles. Trust is built through consistency across touch points, not one hero asset.
Content systems mattered as much as craft, because they made quality repeatable under time pressure.
Leadership changes sharpened my judgement about what to prioritise, what to simplify, and what to decline. It reinforced the value of saying no to low-impact requests, even when they felt urgent.
Reflection
Premium products cannot afford start-up cues, especially in long, high-stakes sales cycles. Trust is built through consistency across touch points, not one hero asset.
Content systems mattered as much as craft, because they made quality repeatable under time pressure.
Leadership changes sharpened my judgement about what to prioritise, what to simplify, and what to decline. It reinforced the value of saying no to low-impact requests, even when they felt urgent.

Concept image: Decentriq in a conference context

Concept image: Decentriq in a conference context

Concept image: Decentriq in a conference context

Concept image: Decentriq in a conference context
Bryce’s work was felt in pitches. Prospects asked fewer questions. Trust was higher.
—
Pierre Cholet
Decentriq Chief Customer Officer

Bryce’s work was felt in pitches. Prospects asked fewer questions. Trust was higher.
—
Pierre Cholet
Decentriq Chief Customer Officer

Bryce’s work was felt in pitches. Prospects asked fewer questions. Trust was higher.
—
Pierre Cholet
Decentriq Chief Customer Officer

Bryce’s work was felt in pitches. Prospects asked fewer questions. Trust was higher.
—
Pierre Cholet
Decentriq Chief Customer Officer

Team
Liz Osterloh
Strategy, management
Félix Meens
Web development
Renelyn Mallo
Graphic design support
Aleix Suarez
Animation support
Erin Lutenski
Copywriting
Pierre Cholet
Audience insight, sales rep
Yuting Jiang
Growth marketing
Maximilian Groth
Strategy
Team
Liz Osterloh
Strategy, management
Félix Meens
Web development
Renelyn Mallo
Graphic design support
Aleix Suarez
Animation support
Erin Lutenski
Copywriting
Pierre Cholet
Audience insight, sales rep
Yuting Jiang
Growth marketing
Maximilian Groth
Strategy
Team
Liz Osterloh
Strategy, management
Félix Meens
Web development
Renelyn Mallo
Graphic design support
Aleix Suarez
Animation support
Erin Lutenski
Copywriting
Pierre Cholet
Audience insight, sales rep
Yuting Jiang
Growth marketing
Maximilian Groth
Strategy
Team
Liz Osterloh
Strategy, management
Félix Meens
Web development
Renelyn Mallo
Graphic design support
Aleix Suarez
Animation support
Erin Lutenski
Copywriting
Pierre Cholet
Audience insight, sales rep
Yuting Jiang
Growth marketing
Maximilian Groth
Strategy
Co-founder (Brand)
Co-founder (Brand)
Co-founder (Brand)
Co-founder (Brand)
Brand identity
Brand identity
Brand identity
Brand identity
Creative direction
Creative direction
Creative direction
Creative direction
Website
Website
Website
Website


Exonym
Built the brand, narrative, and website for a civic-tech project (internet governance), earning early trust from leading experts
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a potential role



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Hey, let’s discuss
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a potential role



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your project or a
potential role



Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem