The one-line version
I built a modular proposal design system that cut rep creation time, enforced brand consistency, and turned Foleon's own sales content into a live demonstration of the platform's capabilities.
The problem worth solving
We were selling design tools with an outdated design
Foleon sells a platform that empowers non-designers to create high-quality, on-brand digital content at scale. Our sales proposals didn't reflect that.
The existing proposal template was two years old, built by salespeople rather than designers. The visual language, playful colors and shapes, made sense for a creative audience, but Foleon had evolved. We were now targeting corporate teams in professional industries. The template was working against us: outdated, off-brand, and missing the interactive features that are core to our value proposition.
We were advocating for a product we weren't actually using well ourselves.
The diagnosis
A credibility problem, and a design problem
When prospects saw our proposals, they saw a gap between what we were promising (polished, scalable, interactive content) and what we were delivering in our own materials. For a platform selling content quality, that gap was damaging.
The additional constraint: we were mid-rebrand. No finalized visual assets existed yet. Any system I built would need to work with what was available while reflecting where the brand was heading.
What I built
A system that removes thinking, not flexibility
Visually restrained for corporate professionalism
Working within the emerging rebrand direction, I reduced the visual noise of the previous template: fewer colors, less pattern, more intentional use of accent to guide reader attention. The goal was to feel sleek and considered, not loud.
A stratified success story library
Relevance is everything in a sales proposal. I built a library of case study blocks categorized three ways: by industry, by use case, and by value driver. Reps could pull in a relevant combination matching the prospect's sector, their specific use case, and the value they cared about most, without writing or designing anything from scratch.
Motion-enhanced product showcase
Static screenshots don't communicate interactivity. I created a set of animated GIFs in After Effects demonstrating key platform features, assembled into a carousel block. The motion added dimensionality and life to the product section while modeling exactly the kind of content Foleon enables clients to produce.
The structure
80% locked. 20% personalized.
To reduce rep decision-making and enforce consistency, the majority of the proposal was locked. Brand-approved copy was written in collaboration with marketing. Social proof sections were pre-built and ready to use. Reps only needed to personalize what actually mattered: the customer context.
80%
Locked by design
Brand-approved copy, pre-built social proof, product showcase, company overview. Consistent every time, zero rep input required.
20%
Personalized per prospect
Customer context, relevant case study selection, pricing. Everything that actually makes a proposal feel tailored, and nothing more.
The outcome
The proposal became the pitch
Proposal creation time reduced by an average of 10 minutes per rep.
Consistent, high-quality output mandated across the entire sales team.
Foleon's own proposal became the primary example shown when pitching the platform for sales use cases.
The system demonstrated Foleon's value proposition in practice, not just in words.
The principle it reinforced
The most persuasive demonstration of a platform's value is using it well yourself. A design system isn't finished when it's built. It's finished when the people using it don't have to think about it.