SaaS Product Communication
Visual Storytelling • Content Strategy • Motion Design • Video Production
I developed product communication, narrative illustrations and video content for Cortado Holding AG and its brands, helping make complex SaaS products easier to understand and more engaging for international audiences
The challenge: reaching an international audience
Cortado wanted to expand into the US market, but its English-language
content was largely translated from German. The technical, feature-focused
approach wasn't connecting with the new audience. I was responsible for
developing a new communication approach that would make the products
more accessible, relatable and engaging.
A new visual storytelling approach
I introduced a playful, illustration-led style built around everyday situations and clear visual narratives. Instead of focusing only on software features, the content showed how people could benefit from the products. This approach brought a more distinctive personality to the communication across websites, social media and video.
SEO optimisation & performance analytics
I also managed Cortado’s YouTube channel, optimising each video for search visibility and discoverability.
By regularly monitoring video performance and analysing audience engagement, I used these insights to refine the content strategy and improve future videos.
Explaining complex technology
One of the key challenges was translating complex technical concepts, such as cloud infrastructure and Microsoft Azure, into clear, relatable visual stories.
I used simple illustrations, intuitive icons and everyday language to make the content easier to understand, while maintaining its technical accuracy and credibility.
Communication across multiple brands
I developed tailored communication concepts and visual content for the different brands within Cortado Holding AG, including ThinPrint, ezeep and Cortado Mobile Solutions. Each brand required its own messaging and visual approach, while maintaining clarity and consistency across its communication channels.
