I led Jesel’s digital business transformation, redefining how the brand communicated, marketed, and presented its products across every channel.
The Challenge
Jesel’s products were trusted by championship winning race teams, but the brand’s digital experience looked and felt dated. The website hadn’t evolved in years, social channels were inconsistent, and print campaigns had drifted away from a unified identity.
The goal was to modernize Jesel’s digital ecosystem without losing its authenticity, to create an online presence that carried the same confidence and craftsmanship as its hardware.
The goal was to modernize Jesel’s digital ecosystem without losing its authenticity, to create an online presence that carried the same confidence and craftsmanship as its hardware.
TL;DR
9x increase in organic search visibility
255% increase in organic traffic
45% increase in time on site
From 0 to 41k engaged email subscribers (8% CTR)
#1 authority in Premium Valvetrain market
The Approach
We started by defining what modernization really meant for Jesel. It wasn’t about changing who the brand was, but about updating how it showed up in every channel. The plan focused on rebuilding the digital foundation to give the company more control over its content, improving product discoverability, and creating consistency across the web, social, and print experience.
I set the direction for how Jesel would communicate moving forward. It would have a unified voice, a clear visual rhythm, and a design system flexible enough to support both education and storytelling. It needed to evolve without losing the authenticity that racers already trusted.
I set the direction for how Jesel would communicate moving forward. It would have a unified voice, a clear visual rhythm, and a design system flexible enough to support both education and storytelling. It needed to evolve without losing the authenticity that racers already trusted.
Jesel's push to email....
Elevating the Brand
Jesel had always been known for engineering premium racing parts, but its visual identity hadn’t kept pace with that reputation. For years the brand chased the same visual tropes that defined the industry. Aggressive typography, saturated colors, over stuffed content. While everyone was busy trying to look like Monster Energy, I decided we would look like Rolex.
I moved Jesel to white palettes, crisp sans serif type, and tighter copy. Photography became central to the transformation, treating every part like a piece of art, precise, sculptural, and perfectly lit. We rebuilt the visual and verbal systems for clarity and confidence, replacing noise and jargon with design and language that reflected experience and performance.
The result was a unified identity that carried across digital, print, and social. An elevated brand that finally looked as premium as the products themselves.
I moved Jesel to white palettes, crisp sans serif type, and tighter copy. Photography became central to the transformation, treating every part like a piece of art, precise, sculptural, and perfectly lit. We rebuilt the visual and verbal systems for clarity and confidence, replacing noise and jargon with design and language that reflected experience and performance.
The result was a unified identity that carried across digital, print, and social. An elevated brand that finally looked as premium as the products themselves.
By reversing the visual conventions, replacing aggression with clarity and clutter with space, we elevated Jesel above the competition’s noise and positioned it as the only truly premium valve train manufacturer in the industry.
Outranking the Competition
The original site had strong product information, but no strategy behind how people discovered it. We set out to improve Jesel’s organic search visibility and how visitors moved from interest to inquiry.
We used analytics tools to build a keyword framework around the way racers and engine builders actually search. We researched competitor rankings, rewrote copy, and built out metadata to strengthen organic SEO. We targeted Google's 'People also ask' questions. We added keyword rich FAQs to every product page and wrote new articles that tied engineering insight to product relevance. Within months Jesel began outranking competitors and organic traffic increased by more than 300 percent as key products reached the top of search results.
Because Jesel’s components are custom manufactured, direct online ordering was never the goal. Instead, we drove conversion through sales calls, inquiries, and newsletter sign ups. Each grew as rankings improved and intent driven visitors reached the site.
We used analytics tools to build a keyword framework around the way racers and engine builders actually search. We researched competitor rankings, rewrote copy, and built out metadata to strengthen organic SEO. We targeted Google's 'People also ask' questions. We added keyword rich FAQs to every product page and wrote new articles that tied engineering insight to product relevance. Within months Jesel began outranking competitors and organic traffic increased by more than 300 percent as key products reached the top of search results.
Because Jesel’s components are custom manufactured, direct online ordering was never the goal. Instead, we drove conversion through sales calls, inquiries, and newsletter sign ups. Each grew as rankings improved and intent driven visitors reached the site.
Our aggressive focus on SEO optimization turned Jesel’s site into a high performing organic channel, consistently ranking at the top of Google searches.
Building Reach
A new identity only matters if people see it often enough to believe it. I focused on rebuilding how Jesel communicated, when we spoke, what we showed, and how it all connected.
Social content shifted from irregular posts to a deliberate rhythm. We highlighted real product stories, behind the scenes manufacturing, and technical insights. The result was authentic instead of performative. With the increased engagement and followers, social media emerged as one of our strongest sources of new site visitors.
We turned email into one of our most effective growth channels. We didn’t just focus on customers, we targeted potential customers across the industry. We negotiated access to email lists from major racing organizations and trade shows and sponsored giveaways that required participants to share contact details.
As our reach expanded, email matured into one of our most effective storytelling tools, connecting new audiences to the brand with clarity and consistency while averaging 30 percent open rates and 10 percent click through rates.
Social content shifted from irregular posts to a deliberate rhythm. We highlighted real product stories, behind the scenes manufacturing, and technical insights. The result was authentic instead of performative. With the increased engagement and followers, social media emerged as one of our strongest sources of new site visitors.
We turned email into one of our most effective growth channels. We didn’t just focus on customers, we targeted potential customers across the industry. We negotiated access to email lists from major racing organizations and trade shows and sponsored giveaways that required participants to share contact details.
As our reach expanded, email matured into one of our most effective storytelling tools, connecting new audiences to the brand with clarity and consistency while averaging 30 percent open rates and 10 percent click through rates.
Targeted email campaigns became a key source of engagement and the dramatic increase in site traffic during campaigns was tracked directly through to calls and orders.
The Results
Authority and Reach
9x increase in overall organic search visibility
255% increase in qualified organic traffic
6 products achieved Page 1 Google rankings
2 products achieved top ranking on Page 1
#1 authority in the premium valve train market, validating brand shift
9x increase in overall organic search visibility
255% increase in qualified organic traffic
6 products achieved Page 1 Google rankings
2 products achieved top ranking on Page 1
#1 authority in the premium valve train market, validating brand shift
Engagement and Pipeline
From 0 to 41,000 engaged email subscribers, establishing critical sales pipeline
28% average open rate on emails
8% average click through rate on emails, confirming the quality of the content strategy
550% audience growth across primary social channels (FB/IG)
45% increase in average time on site
From 0 to 41,000 engaged email subscribers, establishing critical sales pipeline
28% average open rate on emails
8% average click through rate on emails, confirming the quality of the content strategy
550% audience growth across primary social channels (FB/IG)
45% increase in average time on site
Reflections
Transforming Jesel was never about chasing trends or abandoning what made the brand respected. It was about bringing that reputation to life in the places people look for proof today.
We didn’t just transform the brand, we reshaped how the industry saw it. Other companies called to ask who was behind the creative work, and competitors began to reference it. We created something so distinct that Jesel became known not only for the quality of its products but for the quality of its presentation. That distinction positioned the brand as a leader and quietly set a new standard others tried to follow.
We didn’t just transform the brand, we reshaped how the industry saw it. Other companies called to ask who was behind the creative work, and competitors began to reference it. We created something so distinct that Jesel became known not only for the quality of its products but for the quality of its presentation. That distinction positioned the brand as a leader and quietly set a new standard others tried to follow.