Edera

Brand identity, responsive UX, creative direction, interactive product interface design + content writing

Edera helps organizations run applications and workloads securely through advanced isolation technology, without sacrificing the 2 biggest must-haves: performance and speed

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A product no one can see.

Edera builds a container-native Type-1 hypervisor that isolates software workloads, preventing container escapes and data breaches without sacrificing performance. When I joined in their first year, the team had already outgrown its first brand and was stuck in decision fatigue. And the product would never have a physical form, so design had to explain what Edera does.

Over one year as UX design director, partnering with the head of growth marketing, I owned design direction, branding, UX site design and interaction design across three projects: the brand system, the website and a product demo. I also supported brand activations at events.

+40%

255%

website traffic in the first six months after launch

of visitors became leads or demo requests

27%

>70%

bounce rate after the redesign

+45%

more pages per visit

20–30

650K

leads or demos booked per show, up from 5–10

1st call

sales used the demo in nearly every first call

Security you can see.

Edera needed to look mature enough to stand alongside established security vendors, without losing the fun, quirky personality that made it memorable. With nothing physical to point to, the brand had to do the explaining.

The axolotl was the one piece I kept from the first version. I expanded the palette beyond bright aqua and black to give the brand more presence and a wider range of voice, and to hold its own against competitors. From there I built logo iterations, guidelines, 3D and flat mascots, swag and booth design.

A site for four audiences.

On edera.dev, I designed for platform engineering teams, security teams, AI and GPU infrastructure operators and enterprises running cloud workloads at scale, so each could quickly see what Edera does for them.

For the product demo, I designed what a dashboard could look like when running on Edera. It's partly interactive and can be configured by the user, and versions of it appear on the homepage, giving a product without a screen something to look at.

edera.dev homepage hero: Contain your architecture

Containment architecture diagram with Edera Zones

Upcoming events section: Breaking out (of the office)

Product section with the Edera dashboard demo

A product people could finally picture.

In the first six months after launch, site traffic rose 40%, bounce rate dropped to 27%, pages per visit grew 45% and 3% of visitors became leads or demo requests. At events, each show now books 20–30 leads or demos, up from 5–10. Sales used the demo in nearly every first call, and prospects understood the product faster.

This project showed me that when a product is invisible, design isn't decoration. It's the explanation.

Next project

Edera helps organizations run applications and workloads securely through advanced isolation technology, without sacrificing the 2 biggest must-haves: performance and speed

A product no one can see.

A product no one can see.

Security you can see.

Security you can see.

A site for four audiences.

A site for four audiences.

A product people could finally picture.

A product people could finally picture.

GOAT

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