PORTFOLIO
Conversion-Focused Brand and Design Work for B2B and Tech Companies
Beth Paulsen’s portfolio showcases strategic, results-driven design across brand, product, and sales initiatives. From full brand refreshes to pitch decks, sales enablement systems, and content assets, her work consistently helps B2B SaaS and tech teams accelerate adoption, shorten sales cycles, and turn every touchpoint into a measurable revenue-driving asset. Projects include work completed through Paulsen Studio, agency collaborations, and in-house design roles, all unified by a focus on clean design that drives measurable business outcomes.
Tradeshow Booth & Event Graphics
Every interaction at a tradeshow, SKO, or product launch is an opportunity to turn attention into measurable growth. Beth Paulsen creates B2B SaaS event and environmental graphics that not only capture quick glances but also drive engagement, strengthen brand perception, and convert audiences into pipeline and revenue. From booth design to supporting digital campaigns, every visual is strategically designed to accelerate adoption and deliver results.
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Radiant Logic
Tradeshow booth designs for Radiant Logic at Gartner in 2024 and EMEA in 2025.
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Ideon
Tradeshow booth designs for Ideon at AHIP in 2023 and ITC in 2022.
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Oliver
Tradeshow booth designs Oliver Technology.
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Vericred
Tradeshow booth designs Vericred.
Digital Ad Design for B2B SaaS and Tech Brands
Conversion-focused, scroll-stopping digital ads turn impressions into measurable business results. From social campaigns to display and retargeting ads, each visual is strategically crafted to capture attention, drive engagement, and support pipeline growth for B2B SaaS and tech teams.
“Beth doesn't overcomplicate. Ever. Instead, she iterates.”
“The difference here was really the ideation and simplicity: Beth doesn’t overcomplicate. Ever. Instead, she iterates.
She’ll try something, and if it doesn’t work, it’s never really that far off. But better to react to something than speak in hypotheticals, which is a game you can get stuck in with designers for a long time.
Her business acumen and interest in the problem our clients are trying to solve is notable and very different from many. And she will never bring you what everyone else is doing—especially if you say “let’s shake it up!”
My absolute favorite part about working with Beth, though? She shares my excitement in trying something new, getting creative, and delivering excellent work. She’ll be there by my side to the end, and that is something truly special!”
Sales Enablement Design for B2B SaaS and Tech Teams
Conversion-focused sales enablement assets—from one-pagers and product sheets to whitepapers and ebooks—turn content into measurable pipeline growth. Every visual and document is strategically designed to help sales teams communicate value faster, shorten sales cycles, and increase adoption, making it easier for B2B SaaS and tech teams to convert prospects into loyal customers.
One Pagers
Whitepapers
Ebooks
Product Sheets
Technical Print Design
SpecterOps produces BloodHound, a tool used by cybersecurity professionals to map and analyze Active Directory and Azure environments. Their team needed a set of technical reference cheat sheets — covering Active Directory, Azure, and Cypher query syntax — redesigned as large-format desk mats for print. The content was highly specialized and had to be precisely accurate; the design challenge was making dense technical information readable, scannable, and visually on-brand at 90×40cm.
Working closely with the SpecterOps team to verify technical accuracy, the project involved rebuilding source files, resolving print spec and legibility issues, and delivering print-ready files across multiple formats. The finished desk mats went directly to print and into use with the team.
See the Work in Action
You’ve browsed the portfolio, now dive deeper. Check out some case studies to see how strategy, design, and collaboration come together to solve real business challenges.
