Salesloft
Signal through noise: The new Salesloft arrives
- Brand Strategy & Identity
- Design system
- Brand Guidelines
- Visual Design
- Illustrations
- UX Strategy
- Web Design
- Information Architecture
- Contentstack Development
- Frontend Development
- Accessibility
- Content Migration
- Launch Support
- One brand, One domain
- 10,000 pages consolidated
- 208 referring domains preserved
- 4 months to launch
- Phase 2 underway
Salesloft had become a different company. Absorbing Clari meant it now sold cadencing, conversation intelligence, forecasting, and pipeline inspection as one platform, and the market was watching. The site still read as a cadencing tool and ran every buyer through one funnel. Salesloft was winning pilots and losing deals to a perception that competitors were more innovative.
Salesloft brought energy and a human way of showing up. Clari brought authority and analytical weight. The opportunity was not to absorb one into the other, or to average them into something neither would recognize. It was to build for both. Brand foundation, information architecture, Contentstack development, and the Clari migration ran as one workstream against shared decision points, because the date left no room to sequence them. Four months from kickoff, two companies went live as one.
Gong and Outreach had claimed the disruptive end, Outreach on an AI-replacement narrative. Clari held the cold executive end pre-acquisition. Everyone else defaulted to analyst thought leadership. None of it fit what Salesloft now was. We built the positioning around transformation, putting the revenue professional at the center.
Salesloft's platform finds signal in noise. We built the identity around the same idea. The Signal turns a cluster of dots into an S, carrying an element of the old identity into the new one. The broader system follows that same logic: structured, technical and clear, with electric green used to signal moments of activation.
The new identity extended across campaigns, presentations, social, events, and sales materials—giving Salesloft a consistent, recognizable presence at every customer touchpoint.
Identity decisions usually get made in a deck and discovered later in the build. On this timeline, that gap was the risk. We used the top half of the homepage as the proving ground, resolving logo behavior, typography, color, iconography, data display, and graphic language in the live experience rather than in isolation. Every decision was made where the new company would be judged.
Volume was heavy and mostly commercial, often under ten seats, while enterprise traction from the combined story sat near zero. Prospects arrived not knowing what Salesloft and Clari did together. Two audiences needed different signals from the same platform, so we structured the experience around both: revenue teams focused on execution, executives on forecasting. Neither reads past content written for the other.
Ten thousand pages across two CMS platforms, and the job was keeping the signal in it. Clari.com was not dead weight: it carried a Domain Rating of 77 and 2.7K referring domains, earned in the topics Salesloft now needed to own. Retiring it badly would have cost traffic paid for twice. With SEO partner Ten Speed, we sequenced the sunset around equity rather than page count: 184 pages identified for sunset, legacy assets holding 208 referring domains preserved, redirect chains cleaned up.
A brand only its agency can execute fails in month two. We built the front end on Next.js and TypeScript, deployed on Vercel, to WCAG 2.2 AA. Behind it, we refactored the constraining Contentstack components, built what the approved IA required, and established reusable templates with design tokens carrying Signal across design and implementation. Salesloft’s marketing team extends the system without us, and Phase 2 is already underway on the same foundation.
FAQ
How do you rebrand a company without losing what customers already trust?
Salesloft already knew the product could win when buyers experienced it. The new positioning preserved that human quality while expanding the story around the combined platform.
What makes consolidating two domains riskier than a normal migration?
Both domains carry earned authority. Retire one badly and the surviving brand loses rankings it needs. Sequencing the sunset around equity, not page counts, is the difference between a consolidation and a redirect map.
Who designed the new Salesloft brand and website after the Clari acquisition?
ANML, a B2B branding and web design agency based in San Jose, California, led the combined Salesloft and Clari rebrand and website. Brand strategy, design system, information architecture, Contentstack development, and the Clari content migration ran as one workstream against shared decision points, consolidating 10,000 pages onto one domain in four months while preserving 208 referring domains.
The site was structured for two B2B buying audiences at once: revenue teams focused on execution and executives focused on forecasting, so neither reads past content written for the other.
See ANML’s B2B & enterprise web design services for how the team approaches post-acquisition consolidations.