Josiah Damilare
Performance Designer for B2B and SaaS Teams
Profile in progress
Josiah is building their profile!
For this case study, I chose Notch (https://www.linkedin.com/company/notchapp/) because I genuinely like what they’re building. AI that actually resolves customer support tickets, not just responds with scripted replies. Real automation that removes friction for both teams and customers. It’s also great seeing companies like Outset (https://www.linkedin.com/company/outset-ai/) AI using AI to fix customer frustrations in smart ways. That’s the kind of product I enjoy designing for.
So I started with one clear message and adapted the execution based on behavior. On the square feed (1:1), I kept things balanced and clear since users scroll casually and will read a short sentence.
On the 4:5 vertical feed, I reduced the copy and went bigger visually because the format dominates the screen and needs impact more than explanation.
On the 9:16 portrait format for Reels and Stories, I made the text extremely short, used oversized typography, and intentionally left space at the bottom so interface elements like the profile name, like, comment, and share buttons don’t cover important details.
For the wide 3:1 web banners, I treated them like billboards and kept everything bold and minimal so one promise and one clear CTA can land instantly.
Same message, different execution. That’s how you design for performance, not just for looks.
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Overview: Flow turns spoken thoughts into structured writing. The real challenge wasn’t awareness, it was belief. Most people assume the problem is their thinking, when in reality, it’s their expression layer. So instead of explaining the product, this campaign visualized a single truth: Your ideas are already good. They just don’t come out that way.
Insight: People think faster than they can type. Studies show speech is up to 3x faster than typing, yet most communication still depends on typing. At the same time, over 70% of professionals struggle to express ideas clearly in writing. This creates a frustrating gap between what people mean and what people read.
The Strategy: Every ad in this campaign visualizes a transformation. Not features, not UI, but a visible shift from messy to clear. I focused on contrast, familiarity, and real-life tension. The goal was simple: make people see themselves instantly.
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