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PESA

Website pesa.com

PESA

Website pesa.com

Role: Senior Software Engineer

Scope: Brand architecture, unified platform, enterprise product UI

Timeline: September 2024 - Present

Tech Used

Frontend: SvelteKit, Tailwind CSS
Backend:Payload CMS,Tauri Rust, Railway, MongoDB Atlas, Postmark, Cloudflare Workers

Secure Mission Critical Video Solutions

Rebuilt PESA's entire digital infrastructure and led a rebrand positioning them for the enterprise market beyond defense-only contracts.

The Problem(s)

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No brand architecture: "Secura" existed as a single product name with software and hardware loosely grouped underneath. No hierarchy, no clear positioning for enterprise customers versus defense. Corporate buyers didn't know where to start.
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Underdeveloped digital presence: PESA's website was a basic WordPress site—no dynamic content, no customer self-service, and no single source of truth for branding and marketing content. It didn't reflect the new direction of the company.
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No product design language: The core application had no design system, no visual language, no unified approach to the interface. Every screen was ad-hoc. There was no connection between marketing styling and app styling.

Brand Architecture

I led the strategic effort to diversify PESA's market position, reducing reliance on defense-only contracts.

  • SECURA Product Line: Re-architected the brand to transition Secura from a single product into a comprehensive, scalable product line.
  • The Director Series: Designed and positioned Secura Director as the enterprise-specific counterpart to Command, specifically for corporate operations and data centers.
  • Modern Identity: Delivered new logos, app icons, and brand guidelines that modernize PESA's market presence.

Before

PESA Branding Before

After

PESA Branding After

Market Segmentation

PESA's core application was built for defense—but enterprise customers were intimidated by the military aesthetic and couldn't see how tactical use cases translated to their needs.

I created a dual-brand architecture: the same powerful application, positioned differently for each market.

Director speaks to enterprise buyers. Command speaks to defense.

Process Work

Command
Director
DVR
Fusion
PESA Circle
PESA Favicon
PESA Red
PESA Variation
PESA Vertical
SDI Routers
Secura Logo 1
Secura Logo 2
Secura Grey
Secura Red
Secura Black
Secura Old Icon
Command
Director
DVR
Fusion
PESA Circle
PESA Favicon
PESA Red
PESA Variation
PESA Vertical
SDI Routers
Secura Logo 1
Secura Logo 2
Secura Grey
Secura Red
Secura Black
Secura Old Icon

Building a Scalable Digital Platform

I replaced the legacy WordPress setup with a high-performance, custom architecture that PESA now owns entirely.

  • Unified Infrastructure: Developed a single SvelteKit + Payload CMS system that integrates the marketing site, company intranet, and support portal into one cohesive codebase.
  • Centralized Management: Streamlined operations by enabling all content and internal resources to be managed through a single, custom admin panel.
  • Technical Scale: Implemented robust authentication and role-based access control (Admin, Employee, Customer), ensuring the platform is ready to support immediate growth.

Key Technical Features

  • • Single SvelteKit application serving all three properties
  • • Role-based access control built into Payload
  • • Centralized content management through one admin panel
  • • REST API connects frontend to CMS
PESA App Architecture Diagram

Design Language

I established a unified design system that transforms complex operational interfaces into intuitive, mission-ready experiences.

  • Component Library: Built a comprehensive library of reusable UI components that ensure consistency across all PESA applications.
  • High-Contrast Interface: Designed for mission-critical environments where operators need to quickly parse information under pressure.
  • Scalable Patterns: Created interaction patterns that work across desktop, touch displays, mobile contexts, and non-standard proprietary hardware.
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Idle laser Active laser

Outcomes

Halved Infrastructure Costs

Expanded functionality, and PESA now owns everything proprietary instead of being locked into third-party platforms.

1 Unified Codebase

Three properties (marketing, intranet, support portal) consolidated into one application.

First Centralized Intranet

Replaced SharePoint/email chaos with a single hub for documentation, resources, and security training.

Self-Service Customer Portal

Secure portal for software downloads replaced manual distribution.

Brand Architecture Market Expansion

Product line structure now enables enterprise market positioning beyond defense-only contracts.

Project Details

Role: Senior Software Engineer

  • Unified Design Language
  • Brand Architecture & Identity
  • Full-Stack Development
  • Unified Digital Platform (Marketing, Intranet, Support Portal)

Projects

SECURA Product Line
Director/Command Dual-Brand
Marketing Website
Employee Intranet
Customer Support Portal

Tech Used

Frontend: SvelteKit, Tailwind CSS
Backend:Payload CMS, Railway, MongoDB Atlas, Postmark, Cloudflare Workers
pesa.com ↗
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© 2026 Ethan James Fox