PRODUCT VISUAL SYSTEM
Defining a shared language to communicate the Cordial platform and the channels it touches
Cordial is a cross-channel marketing platform that helps brands personalize their marketing to deliver relevant, customer experiences. Soon after the company’s rebrand in 2022 centering around humanizing customer data, there was a need to effectively communicate the platform’s core features and complex concepts to build trust with prospective clients.
Role Creative Lead, Designer
Disciplines User Interface Design • Design System • Components
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Internal: Designers, Product Marketing, Sales, Client Strategy
External: Retail, QBR and publishing brands (prospects and clients)
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Timeline: 3 months
Special requests: N/A
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2022
RESEARCH
Analyzing the platform
The audit of the platform highlighted styles that made key features easily recognizable, from customer journey touchpoints to building audiences.
EXPLORATION
Tailoring to Cordial’s identity
The exploration phase focused on communicating the complex features identified in the audit simply and adding a component that was uniquely Cordial.
CRAFT
Developing a cohesive system
The system was structured into three sections:
Foundations: An overview of the Product Visual System, including team values, principles and styles that are an extension from the Brand Style Guide.
Standard Components: A library of elements and templates that make up how a message is sent—from capturing data (data tabs), code inflow (code readings) to the end message (SMS, email, and mobile app). These messages include Cordial’s signature identifiable element for brand recognition—the Cheery notification.
Platform Components: A library of elements that resemble the platform features and styles for concepts that communicate the complex nature simply.
OUTCOMES
Expanding the system’s impact
What began as a tool to help the Creative Team work quicker to create consistent visuals, evolved into a resource for Sales, Product, and Client Strategy Teams to leverage when communicating concepts to their audiences.
