Seedtable
Context
Seedtable started as a founder’s side project — a newsletter making sense of Europe’s fragmented tech ecosystem. By the time I collaborated as a contract designer, the audience was growing fast, and the ambition had outgrown the brand. What was once a side project was becoming a platform with the vision of launching a paid product. Both the brand identity and product experience needed to rise to this new ambition.
Challenge
The main challenge was twofold:
Brand: Seedtable’s identity didn’t reflect the credibility and scale required to position it as a platform, beyond just a newsletter.
Product: the website experience was still anchored in its newsletter roots and needed to evolve to support the introduction of a paid product.
My role
I partnered directly with the founder (Gonz Sanchez Sarmiento) as lead designer, collaborating with Macarena Gonzalez Cazón. Together we drove:
The visual identity refresh: translating Seedtable’s mission into a clear and distinctive visual system.
The product design: redesigning the website experience to showcase the brand’s evolving offering and introduce its first paid product.
2023
Brand Identity
Web Design
Impact
The refreshed brand and product design gave Seedtable the foundation to scale:
Brand recognition grew significantly, better aligning the public perception with Seedtable’s ambitions.
Subscriber growth accelerated from 17,000 to 22,000+, setting the stage for monetization.
Paid product launch: the redesigned platform supported the introduction and sale of Seedtable’s first paid product.
Ultimately, Seedtable’s growth and credibility led to its acquisition by another team, turning a side project into a successful exit.
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If this resonates and you’d like to connect, just reach out at yanelbottini@gmail.com