Flowcode - Brand Guidelines, Product & UI/UX Design

Flowcode connects companies with their first-party data. Rather than having to purchase that information from a third-party such as Google or Meta, companies can obtain information such as CRM data (consumer relationship management) geo-data, etc.

One of my first projects as Flowcode’s Head of Design was a comprehensive rebrand. Until this moment, we had multiple creative teams creating assets based on what 'made sense'. We were ready for a cohesive brand identity that felt more mature but could still flex and grow as the Flowcode brand continues to be defined. We wanted to stand out from competitors, establish ourselves as a trustworthy platform and product, and make it easier for designers to produce creative work with set guidelines and assets.

I started with guiding principles and ideas. Flowcode is a brand that connects the offline world to the online. We have built a set of tools that not only help brands build more genuine connections with their consumers but help to better understand where their consumers are engaging with them- enabling brands to optimize their spend and touch-points to meet their consumers where they are.

My team and I did a comprehensive audit of competitors, where we were at, and better understood where we wanted to be from conversations with stakeholders, clients, consumers, and aligning with our business objectives.

From past learnings and tests, I knew it was important that we focus on success stories and use cases instead of leading with features that we offer. We consistently got feedback that there were endless things people could use Flowcode for and they just wanted to see examples and get inspired.

We made the decision that we don't want to look like the classic tech-y, online focused company. Our consumers are in the real world- our brand should feel like it's there too. This meant a focus on photography, human touch, a color palette that reflects the colors you see in the real world, and if we had to use mockups they better look very realistic.

Deck with brand guidelines to share internally and externally

All internal creative teams are producing assets that are 'on brand'

Repeatable layout to display our entire product suite