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B2B Lifestyle AI
ROLE: HEAD OF DESIGN
Brand & Product design for AI-powered sales startup launching soon. As Head of Design, I created the brand identity and visual language, GTM materials, global design system and the product’s UX and visual design.
.01
Brand Theme
I wanted the brand to be reflective of it's people. Bold, curious, and full of adventure. Software, after all, doesn't have to be boring.
.02
Guiding Principles
The AI space is full of wizards and fairy dust. Not us. Our focus is on what can be done with the time saved by the use of AI
.03
Voice & Tone
Simple. Approachable. Helpful. We rarely talk about the AI that powers our product, we are tour guides set to help along the way.
Flame: #FD240E
Moss: #FD240E
Sunrise: #F7A828
Slate: #737072
Ash: #2B2B29
Texture
The stylized topographical map as a backdrop for exploration
Iconography
Familiar, adventure-themed iconography to help guide the way
Illustration style
Taken from wilderness badges / patches
Beacons
A new take on notifications.
.04
Tuxedo-themed UI
The design system was built with customization in mind. Each component shares the same customizable primitives that can be skinned to create a unique experience.
.05
Decluttered interface
The UI is designed to be introduced as the user it. The focus was not on the features, but the experience itself, with unnecessary UI fading into the background to all for focused interactions.
.06
Mobile - ready
Most data-heavy work gets done on desktops, the architecture of the product works elegantly regardless of the device it's viewed on. UI "backpacks" are layered on and accessible with simple gestures.
Introducing
You asked:
Can you explain what a Wayfinder is?
AI Agent
The Wayfinder is a comprehensive conversational AI alternative to traditional chatbots and search engines. Buyers can use it to self-discover your products, learn about your company, and ultimately self-qualify before engaging with your sales team.
Instant Answers
Provide immediate responses without forms, keeping interactions anonymous by default.
Dynamic Content Delivery
Engage buyers with rich, interactive content including text, images, and videos.
Continued Engagement
Continue the buyer-led journey from Wayfinder to the Buyer Workspace with ease.
Up next: Winston Flowers
Served as Creative Director and lead designer in the establishment of a best-in-class e-commerce website and overall brand experience. I continuously conducted stakeholder and user research, ran focus groups and coordinated created marketing materials across all digital and print channels.