LILY AI: Bringing a startup tech company into the modern space through visual storytelling.
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When I joined Lily AI, a burgeoning startup in the tech space, I quickly realized there was a long road ahead in terms of building a strong, cohesive brand. While the company had a logo and a mission, the rest was a blank canvas. I had the responsibility of establishing a visual identity from the ground up. The challenge was clear: how do I take a relatively new company and transform it into a legitimate, current, and relevant brand, all while telling a compelling story through design?
Diving into research, I initially looked at a few competitors, but I quickly learned that most of the insights I needed had to come from within the company itself. I spent time understanding Lily AI’s roots—its history, values, and vision for the future. There were older materials to reference, but they didn’t reflect the level of sophistication required to position the company as a trusted B2B brand, especially one targeting large national SaaS clients. I knew the design needed to evolve to match the company’s ambition and future goals.
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The real work began once I collaborated closely with the marketing team to bring the vision to life. Over the course of several months, we worked tirelessly on a range of projects, from designing multi-page guidebooks to revamping the company website. I also created social media posts, educational videos, sales presentations, and a comprehensive set of brand guidelines. As I built out each piece, I focused on maintaining a consistent visual language across all touchpoints, ensuring each design element supported the overall brand narrative. Additionally, I worked closely with internal teams to educate them on how to use these new assets effectively, fostering a unified understanding of the brand’s identity. It was a rewarding, collaborative effort that not only shaped Lily AI’s visual presence but also helped to establish its credibility and relevance in the market.
