One visual language, every launch
Every new CRM feature needed screens, an icon and a launch video. I keep them on one set of rules, so the newest feature fits next to the first one.
The problem with growth
Each release adds screens, icons and marketing assets. Made one by one, they drift apart: a slightly different icon here, a new colour there. Customers notice, even when they cannot say what is wrong.
The rules
Icons share one grid, one stroke and the same colour variants, so a new icon looks like it was always there.
Components are reused before anything new is drawn.
Launch videos follow one template: the problem, the feature, the result, in about 30 seconds.
The pipeline
- Spec
- Wireframe
- UI
- Icon
- Launch video
I help write the user stories and specifications, so by the time the UI is ready, the story of the launch video is already clear.
In practice
More launch videos are on Behance.
What it taught me
Consistency is a decision you make once and then defend on every release.
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