Lionbridge, an American company with prominence in the field of localisation and AI training data services, acquired Gengo in early 2019. In the following weeks and months of integrations, Gengo’s product and marketing roadmap expanded to relaunching and redesigning our brand and services under that of the parent company. The first of which involved kicking off the repackaging of Gengo.ai into Lionbridge.ai.

The existing branding and visual style of Lionbridge was retained for the initial launch of the site. However, as Gengo grew to own the AI training data branch of services, we in turn had more autonomy over the art direction and applied visual/UI system.

From being involved during the initial planning and launch of the site—together with two Wordpress developers, shipping 80+ pages—to supporting and working alongside two more designers as we transitioned to a new, light themed design. I was involved in and advocated for a number of key design changes that spoke to and aided the larger product and marketing strategy.

We moved away from the restrictions of a dark themed and predominately greyscale design, chiefly as it captured the advancements we were making towards the product most accurately. A library of assets were rapidly built that not only showcased examples of training data Lionbridge offered but also UI examples of the workbench at the time. In turn, this became a far more powerful and effective directive for marketing our services to prospective customers and contributors.

New features

• Introduced a full-colour library of original illustrations and animated product marketing assets;
• Designing and shipping 80+ unique webpages
  
• Evolved brand guideslines & documentation that were housed within a new design system

While the new light theme ‘full colour’ design is currently being rolled out (metrics not yet available), the empirical feedback we’ve received from leadership has unlocked even more opportunities for our team to take over the design, development and management of Lionbridge’s primary marketing website.

Lionbridge

2019

Services

UX Design, Creative Direction, UI & Platform Design

Team

Product & Growth: Charly Walther
Marketing & Content: Alex Nguyen, Daniel Smith, Rei Morikawa, Limarc Ambalina, Hengtee Lim
Engineering: Mikhail Abordo, Peter Paul Ombao
Art Direction & Design: Rainie Nguyen
Web & Motion Design: Thang Nguyen
Design: Rhea Tagami

Related projects

Cảm ơn nhé! Thanks for visiting. For business inquiries, feedback, and/or a chinwag, don't hesitate to email me directly, rae.n@live.com ☺︎

Acknowledgement of Country

I live and work on the lands of the Wurundjeri Woi-wurrung people of the Kulin Nation. I acknowledge elders past, present, and emerging, and recognise their abiding connection to this land, its waterways, and communities. Sovereignty was never ceded.

Attribution

Fun bits set in Ouroboros by Ariel Martin Pérez and Hélène Alix Mourrier, and Typefesse by Océane Juvin for Velvetyne Type Foundry.

© 2025 Rainie Nguyễn