The new standard for subscription analytics.

The problem

Antenna was building what they called “the new standard for subscription analytics” — a market intelligence platform that tracked churn, acquisition, and market share data across the subscription economy. The product ingested massive volumes of aggregated transaction data and surfaced signals that executives, product managers, and marketing teams could act on.

The problem wasn’t the data. It was the narrative. How do you position a complex analytics platform as authoritative and trustworthy before it even has a track record? The marketing website had to do heavy lifting: explain the methodology, establish credibility, and make the product feel inevitable. All before the first enterprise customer signed.

[Inferred — the problem framing is constructed from the company’s public positioning and the known challenge of marketing complex B2B data products.]

The process

Information architecture

The core challenge was information architecture for a data-heavy narrative. The product’s methodology — how Antenna tracks subscription signals via aggregated transaction data — was technically complex but needed to be understandable to executive-level stakeholders who cared about outcomes, not methodology. I structured the IA to lead with the value proposition, layer in the methodology for credibility, and always end with the action: see the data, understand the market, act.

[Inferred — the IA approach is inferred from the Information Architect role and the known challenge of B2B data product marketing.]

Content strategy

The content strategy translated deeply technical methodology into a narrative that executive stakeholders could consume in under two minutes. The “new standard” positioning needed to feel earned, not claimed. I wrote the copy to lead with authority — statements of fact about the subscription economy, backed by the data Antenna was aggregating — and to avoid the trap of over-explaining. Trust through confidence, not through footnotes.

[Inferred — the content strategy is inferred from the Lead UX Designer and Creative Director roles.]

Visual design

The marketing website needed to establish brand authority from day one. Clean, modern, data-forward visual language — strong typography, restrained color, data visualizations as hero elements. The design system carried the “new standard” positioning through every surface without needing to say it explicitly.

[Inferred — the visual design approach is inferred from the Creative Director role and the Squarespace capture screenshots.]

Agency context

This was a Smashing Boxes client engagement. As Creative Director, Information Architect, and Lead UX Designer, I owned the full design stack for the marketing website — from IA through visual design to developer handoff.

[Inferred — the multi-role context is from the Squarespace stub.]

The outcome

The marketing website launched, positioning Antenna as the subscription economy’s authority on churn, acquisition, and market share data. Antenna is now an active platform at antenna.live, serving the subscription economy with market intelligence data.

[Estimated — the launch outcome is inferred from the scope of the engagement; the company’s current status is confirmed by web research and LinkedIn.]