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PlanetScale, 2020Next

PlanetScale Identity

A brand identity sprint — design direction and production in 2+ weeks. Built a complete design system from logo to illustrations, internal brand guidelines, pitch decks, and swag to assist recruiting efforts.

Brand challenges

The previous brand featured vintage space aesthetics that were a miss for the buying persona. Without a visual shift in brand identity, the ground-breaking product release would fail. Engineering was ramping quickly — expert database engineers were actively joining and piling tremendous value into new product direction.

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Quick explorations

This was 24 hour turnaround

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The Database for Developers

Distilling abstract visuals to essentialist principles so that features and capabilities shine. Animated product features conveyed superpowers through illustrated concepts in motion. Employee onboarding crafted with so much intention, you can't even tell you've joined the cult.

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Ship and iterate

Designed and shipped a simple design system in 2 weeks from the ground up — logo to illustrations — as well as every customer-facing interface. The relaunch was received with great enthusiasm by developers. 47% increase in net new web visitors. 20% increase in demo signups. 840 free-tier signups in 30 days. 21 elite engineering candidates recruited.

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