How Docusign transformed their identity with a bold rebrand powered by Webflow
Driven to disrupt the industry and transform beyond their legacy roots, Docusign needed a powerful web solution. With Webflow and strategic agency experts, they gained creative freedom and global recognition in the emerging Intelligent Agreement Management space.
« Webflow ne rend pas seulement le travail plus rapide et plus simple, il le transforme. La vitesse est essentielle, mais voir ingénieurs, designers et rédacteurs travailler ensemble avec plaisir, c’est une vraie révolution. »
Trusted by 1.6 million customers across more than 180 countries, Docusign has single-handedly transformed how businesses handle agreements — and they’ve only scratched the surface. Renowned for pioneering e-signature technology and contract lifecycle management (CLM), they’ve reinvented their category once again, introducing Intelligent Agreement Management (IAM) to redefine how agreements are created, committed to, and managed.
Central to this evolution was the need for a dynamic and innovative web presence that could bring their refreshed identity to life and elevate brand perception. To do this, Docusign envisioned launching two distinct web experiences: One that introduced their new AI-powered IAM category, and another that served as a central brand hub for internal employees and external stakeholders, including press, agencies, analysts, partners, and end-users.
“To embody our tagline of Bringing Agreements to Life, we wanted our sites to feel alive and vibrant,” said Carla Weis, Docusign’s Vice President of Brand and Creative. “As the leader of the Docusign brand, my goal is to ensure every interaction inspires trust and instills confidence that Docusign is the best choice for our stakeholders’ most critical agreements. With our rich legacy, no one is better equipped to deliver on that promise.”
Unlocking creativity to introduce Intelligent Agreement Management
We chose Webflow because we knew we could deploy really, really fast. We were able to launch engaging, vibrant experiences in weeks that would have normally taken months.
- Carla Weis, VP, Brand & Creative, Docusign
Docusign’s existing CMS setup lacked the flexibility needed to execute on their two-pronged vision. Content updates required significant engineering involvement, but the team was focused on higher priority work, which created bottlenecks for the creative team. “Before Webflow, we relied on static PDF files to tell the story of Docusign to the world, which didn’t cut it,” says Carla.
To introduce the Intelligent Agreement Management (IAM) category, they wanted to create an interactive storytelling experience with data-driven elements. As the first Website Experience Platform (WXP), Webflow supports rich interactions, animations, and creative flexibility. “When I think of the promise of a website experience platform, I see one tool that does it all: Teams collaborate, deploy quickly, and optimize over time,” says Carla. “These sites must be evergreen and performance-ready. We knew we could do that with Webflow."
Docusign teamed up with Webflow partner Metalab and got to work. To really help people understand the new value proposition, Carla knew they needed to quantify and define the problem. “The ‘agreement trap’ is where all your documents and important data are lost forever and forgotten,” she says. “Most businesses rely on manual, error-prone processes, so why not remove the risk with automation?” The end result — the Agreement Trap Calculator — lets users input their data, like industry and agreement volume, through a quiz. It then delivers Deloitte-verified insights on their financial losses due to inefficiencies.
Docusign’s creative team and Metalab built the site in less than 90 days, eliminating the need for constant engineering support. “With Webflow, our design and copy teams can create experiences, update content, and adjust CTAs seamlessly, without relying on engineering,” says Carla. “Webflow helped us meet our tight timeline in a way our old CMS couldn’t.”
Launching an engaging new brand site in just 6 weeks
I’ve been in the website game for two decades, and the speed and ease with Webflow is unmatched. My team has never been able to move this fast ever.
- Carla Weis, VP, Brand & Creative, Docusign
Next up for Docusign: Creating a dynamic, visually compelling brand center that matched the unique vision of their evolving brand, all within an expedited timeline. “When we were building our rebrand, speed-to-market was the number one goal, closely followed by quality,” says Carla. “Webflow allowed us to do both.” Leveraging a longstanding partnership with Webflow Partner, BASIC/DEPT, Docusign developed and launched their bold, high-performing brand site in just six weeks, something that would’ve taken at least 5 months with their existing CMS.
BASIC/DEPT tapped into the power of motion and LottieFiles animations to craft an immersive, dynamic user experience that adapts effortlessly across devices of all types. By incorporating lively visuals and fluid animations, they transformed complex concepts into engaging, easily understood content. The one-page scroll design provides a seamless narrative, with interactive elements that keep users engaged and encourage continuous exploration.
Central to the success of both the brand and IAM sites was Docusign’s ability to bypass traditional web development bottlenecks. With Webflow, the creative team could make real-time edits and updates without relying on developers, eliminating the delays of a traditional design-to-development handoff. Content updates that once took two weeks could now be implemented the same day.
This newfound creative independence transformed the way Docusign’s brand team works. “Collaboration is the heart of great brand teams, and Webflow allows our team to work together differently,” says Carla. “When people come together in one tool, they really can fly with superhuman strength.”
Award-winning results backed by innovative web experiences
When I think about the ROI for Docusign’s reputation and how this rebrand netted us out millions of earned media impressions, the return with Webflow is tenfold.
- Carla Weis, VP, Brand & Creative, Docusign
Docusign’s IAM launch and rebrand signaled more than a visual refresh—it was a strategic shift to redefine the company’s identity. “Thanks to Webflow, we can show off Docusign’s brand to the world in a way I’m really proud of,” says Carla.
The performance improvements are equally remarkable. The IAM microsite captured significant global attention, and within 90 days post-launch, the new brand site drove a 1,170% increase in traffic year-over-year and earned a prestigious Drum Award for Best Website Experience. This has cemented Docusign’s position as a leader in web innovation and creative excellence, and solidified the introduction of the IAM category.
While rebrands are often seen as singular moments, Docusign views their Webflow-powered site as an evolving experience. “Great brands and businesses are always honing their sites, looking at conversion data, load times, and performance metrics,” says Carla. “I’m really excited to use Webflow to optimize and make changes to our sites instantly.”
Carla’s teams have fundamentally changed how they create and collaborate, and will continue to leverage Webflow for future microsites and interactive campaigns, ensuring their web presence remains dynamic and impactful.
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