Distributed Cloud
F5’s Distributed Cloud products delivered connectivity, security, and app deployment across hybrid environments. The challenge was translating a complex technical product offering into visuals that resonated with both technical and non-technical audiences. I led the design evolution, refining visuals and assets to create a cohesive, user-centered customer experience.
Role
Art Direction, Design, Illustration
Team
Meghan Hole (Manager), Kenzie Mahoskey (Designer)
The Existing Illustration Style
The existing illustration style was isometric and more complex in nature.
We needed to simplify the visuals since the subject matter itself was also technical.
Brainstorming A Simplified Solution
A New 2D Style
We evolved the illustration style from isometric to 2D, moving toward a cleaner, more contemporary aesthetic that made the visuals a quicker read and easier to understand.
Product Pages
The 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 and Display Ads
Iteration, iteration, iteration! By testing one variable at a time, I pinpointed what truly moved the needle, refining the ads to strengthen engagement and drive higher conversion rates.
A/B Testing
Incorporating product dashboards, changing the background color, and posing a question in the copy were some of the variables that we tested.
Infographics and Data Visualization
Infographics and data visualization were a way that the product info was brought to life.
Collateral Documents
Supporting technical assets such as overviews, whitepapers, and datasheets were strategically placed on product and landing pages, serving as essential resources that gave customers the clarity and confidence to convert.
A 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.
Being A Force Multiplier
I applied the same strategic thinking and approach to additional products like BIG-IP, streamlining rollout, ensuring brand consistency, and unifying how F5 products showed up across channels. As with Distributed Cloud, I developed human-centered guidelines and a comprehensive toolkit to support scalable execution.
The Result
Increased landing page conversions by 30% through iterative A/B testing of hero images, illustrations, and messaging
Built and evolved a scalable visual framework that unified campaign creative across digital ads, product pages, and gated content
Aligned brand storytelling with technical narratives, effectively engaging both technical and business audiences to drive awareness and demand
