2023-24

Creative Direction,
Brand Design

Collaborators:
Christabel Angell

The examples used to showcase a product can make or break the experience. They need to be visually engaging, but more importantly, they must resonate with real customer needs. To achieve this, we created a series of “Mock Customers”—fictional companies inspired by real Typeform users—to demonstrate the platform’s capabilities in a relevant, believable way.

Each mock customer was given a distinct brand, which we then applied within Typeform to contextualize every product visual and tell a consistent story across all touchpoints.

Mock-customers created a system of their own embedded in the brand design system: a set of distinct yet harmonious mini-brands that live naturally within the ecosystem. This approach increased cohesion, reduced cognitive load, and allowed the examples to act almost as brand ambassadors—making the product easier to understand and more compelling to explore.

Typeform product visual told the story that a prospect could easily relate to.

From B2B to B2C, the examples got carefully curated to work on a series of different cases and match the wide range of Typeform’s features.