As Head of Creative at Typeform, I led the evolution of 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 expression across the board , allowing teams to create with clarity.
Marketing UI
The marketing UI was built on a set of templatised assets, creating a structure for product visuals.
We then introduced four mock customer identities, reflecting key SMB use cases aligned with our ICPs, to demonstrate the product in context.
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.
