Typeform shifted from a horizontal product to more verticalised solutions, but the brand felt out of sync. While it carried strong, human equity, it lacked a clear concept and system to scale with distinction. As a result, it struggled to maintain a consistent creative thread across communications.
As Head of Creative at Typeform, I led a team of four—evolving the brand, defining a clear conceptual foundation and building the system to support it. Our goal was to bring consistency and distinction across an expanding set of use cases, while preserving the brand’s human, conversational nature. We developed a flexible framework that unified all parts, allowing teams to create with clarity.
Brand idea
Every response carries a perspective. It reveals who people are, what they think, and how they see the world. Typeform exists to unlock this. Designed to feel human and engaging, it reveals perspectives that drive decisions.
This idea translated into a dynamic brand shape, acting as a spotlight that reveals different perspectives. It adapts across use cases while aligning copy and visuals into a single, coherent expression.
Typography
A new typographic set replaced the old typography to double-down on the value of individuality. Glyphs were carefully picked to guarantee continuity with our brand values and work harmoniously with the rest of the assets.
Marketing UI
The marketing UI was built on a set of templatised assets, creating a structure for product visuals. We simplified the product with lower fidelity visuals to ease cognitive load.
Mock Customers
We then introduced four mock customer identities, reflecting key SMB use cases aligned with our ICPs, to demonstrate the product in context. E-commerce and Agencies were the main focus
DS Libraries
All the product visual assets were based on dynamic flexible components in our DS libraries. Both the visual snippets that represented key features and the forms wireframes got templatised and created the base for further visualisations.
Typeform with AI
Typeform incorporated AI as a new way to create forms. To mark the beginning of this new era, we elevated the experience with a slightly more premium feel. All unnecessary noise was removed to focus on the core product story, told through a single, carefully crafted fictional example.
Brand photography
In 2024, we introduced a live photoshoot in Barcelona to create bespoke photography focused on the people behind Typeform.
Four roles, aligned with our ICPs, were defined to connect directly with product visuals and ground the brand in real use cases.
Roles
Izabel posed as a business owner of a small flowers e-commerce company. Mary and Cezar represented the more corporate sector and Patrick posed as a young founder of a digital product.
