When I started working on SlyOrange, the product was ready for beta testing, but it didn't have a name or a brand identity yet. My role was to create the visual identity and website. SlyOrange is a tool built for RevOps leaders to automatically add and update three fields in HubSpot setups, creating greater visibility so teams know who last engaged, which team they were on, and what the last activity was.

We started by exploring different names that would stand out and be easy to remember. Once the name was decided, I created three moodboards to start defining the visual identity. I created the logo, color palette, and style guide as the foundation for the brand.

After defining the basic a wireframe in Figma for the content of the website, I designed and iterated the website directly in Webflow to create a responsive design. At the core, I knew the visualizations needed to represent conceptually adding fields to a dashboard, so used Illustrator to create a variety of graphics. I visualized and animated Lottie animations to explain the features of the product.