Design in Sketch, animate & hand-off code with Flow. Flow translates all the nuances in your animations & Sketch designs to code that developers can easily read and integrate. Everyone saves time and your hard work makes it through production exactly as you designed them.
Flow
Art Direction, Visual Identity, Motion Design
Brand Identity
Brand Identity
Starting with the pre-existing logo, the brand identity that I designed for Flow has the main objective to deliver the message of Flow’s strength with all its brand communication and presence, whether digital or print. The three main aspects of the design are the usage of iconography for brand visuals and accents, setting a color template for the brand materials and defining a set of motion graphics that convey the brand principles.
Borrowing from basic forms of shapes, the iconographies represent the possibilities of design and animation in Flow by shifting and composing basic design elements into moving composition. The motion used are always a representation of the motion pattern within the software and adds another range of dimension to what are primarily 2D graphics. The secondary colors selected would provide a contrast with pre-existing bi-color palette used for the logo and other materials, ensuring maximum visibility.
Banner Designs
For digital publications and online tutorial materials
Website Restructuring and Redesign
Challenge
The messaging that previously existed on Flow’s main website were fragmented and rooted in developer jargon. The structure of the website for most of the resources page followed a typical blog where there is a lot of highlight on the newest ‘articles’ and unintentionally hid other materials. Combined, these approaches would hinder effective communication towards designers, who are the primary target market of the softwareApproach and Solution
The restructured and redesigned website seeked to follow succesful websites of competitors and other adjacent softwares in the market. The main pages including Features and Resources follow 3 point structure that highlights the main selling points of Flow to allow of succinct and effective consumer messaging that gives equal amount of importance to all materials. The Resources sections are now clearly structured after the type of materials rather than posting date
Collateral Materials
The brand identity extends beyond digital brand communication assets to print collateral materials and out-of-home brand promotional asset designs. The design of the business cards showcase the same dynamism of the software that the digital assets represent. Print and out-of-home promotional assets (stickers and banner showcased) carry with them the main value proposition of Flow, which is the ability of doing design, animation and code production in one setting. 
