2025

Collaborators:
Christabel Angell
Pietro Sidelli
Rosalba Porpora
Emma Skanning

Ana Soman

At Typeform, I am currently leading a team of four designers, owning the creative vision of the brand.

During 2025, we did a brand update to increase intention and consistency across all brand assets. We developed a core brand idea that emphasized on the importance of data capture for small businesses.

Data is not just knowledge, it is the ‘perspective changer’. Having the right data, companies gain new perspectives that help them take the next step. This idea gave birth to a dynamic brand shape, resembling a spotlight that reveals different angles. Flexible and easy to use, it enabled application across a wide range of use cases. As a result, copy and visuals worked in creative synergy, allowing the final assets to fully embody a single, unified message.

A new typographic set replaced the old typography to double-down on the value of individuality. Glyphs were carefully picked to guarantee continuity with our brand values and work harmoniously with the rest of the assets. Purple became the brand colour and product visuals got streamlined.

Marketing UI relied on large library of templatised assets that defined the structure of recurrent product visuals. Our brand design system became a living complex organism, hosting our communications ingredients in different layers. In the core we define the foundation, we applied the structure and then we filled in with content and adding relevant context.

Lastly, illustration got replaced by AI generated small characters with photographic treatment, called the miniatures. Those are data personified. They represent the unique people sharing data in different contexts. We choose to display them on a smaller scale, as if viewed from a distance—a macro lens on data—hence the name “Miniatures.”

To create the “miniatures,” we applied a photo-shoot–style art direction process: defining bespoke roles, styling, and vignettes. We then standardized the AI prompts to scale production.