F5’s Distributed Cloud products provide connectivity, security, and application deployment across distributed cloud environments. The challenge was translating a highly technical offering into a visual system that was both cohesive and accessible to technical and non-technical audiences. I led the design evolution, refining the visuals and associated assets to align with the established framework and ensure a consistent, user-centric customer journey.

My Role: Art Direction, Design, Illustration

Team: Meghan Hole (Art Director), Kenzie Mahoskey (Designer)

illustration style Before

The existing illustration style was in an isometric style.

Brainstorming PRocess

New Illustration Style

The illustration style evolved from isometric to 2D, embracing a more modern design aesthetic.

Product Pages

The Distributed Cloud product pages served as informational hubs for customers. Developing these pages involved designing header images, creating technical vignettes and diagrams, and carefully selecting icons which together enhance clarity and visual consistency.

Landing Pages

The landing pages were key entry points for customers coming from offsite ads. Ensuring consistency across these pages was important for creating a cohesive customer experience throughout their entire journey.

LinkedIn Lead & Display Ads

LinkedIn and display ads led to the landing pages and product pages.

Iteration, iteration, iteration! By testing one variable at a time, I was able to identify improvements and optimize the ads. This boosted engagement and drove higher conversion.

Bringing in product dashboards was a variable that was tested.

Infographics and Data Visualization

Infographics and data visualization were a way that the product info was brought to life.

Collateral Documents

Supporting technical documents including overviews, whitepapers, and datasheets were accessible through the product and landing pages, and were key resources for detailed product information.

Digital Toolkit

I developed a toolkit containing creative and content guidelines, example assets, and resources to ensure consistency across all Distributed Cloud materials and channels. This toolkit was used by both internal and external partners to maintain creative framework cohesion.