Brand Identity · 2025
Immitracker
Repositioning Canada's largest immigration tracker to match the audience it actually serves.
Immitracker was founded in 2022 on a simple belief: no immigrant should feel lost in the process. In the years since, it has grown into the largest immigration application tracker in Canada, with more than 50,000 users relying on it to make sense of one of the most consequential decisions of their lives.
The product had earned that scale. The marketing site introducing people to it had not kept up.
"As the product and our audience grew, the site got left behind and became overlooked." Nino Melikidze, Founder
The brief from Nino was specific:
- Inconsistent CTAs competing for attention
- Harsh color treatments that fought the content
- Visuals and iconography that did not belong to the same family
Comfortable
The red and blue palette stayed, but was refined and softened. The work was building calmer, more approachable visuals around it: more breathing room, a tighter illustration style, and tone.
Simple
Clearer language, focused CTAs, and a stronger visual hierarchy. Each section has one message and one action, so visitors always know what to read and what to do next.
Intuitive
The structure follows how a first-time visitor evaluates a product: what is it, who is it for, proof it works, join. Each capability gets its own section with real context, not cropped screenshots.
The redesigned homepage, shipping now. Additional pages to follow.
In progress. The redesigned homepage is currently being implemented, with additional pages to follow. Performance data and founder reflections will be added once live.