Block Dojo: Marketing design with measurable impact
Brand & marketing development for UK startup incubator
Overview
As senior designer at Block Dojo, I led brand and marketing development to sharpen the incubator's digital presence and drive measurable engagement across email, events, and the web. The project spanned a full brand refresh, motion design, UX research, and a redesigned newsletter system built to perform and scale.
Scope of Work
Contributed to full brand refresh, including company's portfolio and event page, imager guidelines, social media templates, and and motion design assets across email, decks, and social channels.
Benchmarked Block Dojo against UK incubators competitors to inform the website refresh direction.
Conducted a full audit of past email campaigns, identifying CTA and layout issues limiting conversion.
Redesigned the newsletter system using user psychologies principles, validated through A/B testing, and handoff as reusable FluentCRM templates.
The Challenge
Block Dojo's brand had energy, but it wasn't coming through digitally. Event campaign were underperforming on sign-up despite a solid baseline newsletter open rate of 30-40%. The email and social system had no scalable templates, meaning every campaign require design resource from scratch.
The opportunity was to turn the brand's ambition under new creative director into measurable engagement, and build a system that could sustain it without designer dependency.
Outcome
Email Newsletter
+218% uplift in click rate on event-promoting newsletter (A/B test)
50% open rate on Newsletter A – well above 30-40% baseline
9% click rate on Newsletter A – versus the previous 3-4% baseline
52 new event sign-ups within 72 hr of sending
222% decrease in unsubscribe rate
Website
21.3% drop in bounce rate within the first 2 weeks post-launch
+28 seconds average time on site — reflecting improved navigation flow and user interest
Strong internal and external feedback praising the refreshed brand identity, design consistency, and enhanced product experience.
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