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:

  1. Pressure to move fast without sacrificing quality

  2. Inconsistent execution across channels

  3. Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)

  4. 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:

  1. Pressure to move fast without sacrificing quality

  2. Inconsistent execution across channels

  3. Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)

  4. 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:

  1. Pressure to move fast without sacrificing quality

  2. Inconsistent execution across channels

  3. Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)

  4. 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:

  1. Pressure to move fast without sacrificing quality

  2. Inconsistent execution across channels

  3. Unclear paths for diverse web audiences (advertising, media, healthcare, data partners)

  4. 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:

  1. Audit competitors, elevate brand standards, and rebuild the image library

  2. Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand

  3. 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:

  1. Audit competitors, elevate brand standards, and rebuild the image library

  2. Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand

  3. 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:

  1. Audit competitors, elevate brand standards, and rebuild the image library

  2. Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand

  3. 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:

  1. Audit competitors, elevate brand standards, and rebuild the image library

  2. Rebuild audience-specific pitch decks and templates so teams could move quickly without breaking the brand

  3. 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

View case study

Available now

Hey, let’s discuss your

project or a potential role

More about me

Available now

Hey, let’s discuss

your project or

a potential role

More about me

Available now

Hey, let’s discuss

your project or

a potential role

More about me

Available now

Hey, let’s discuss

your project or a

potential role

More about me

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

London

13:40:20

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

London

13:40:20

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek