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)
Existing Illustration Style
The existing illustration style was isometric and a bit more complex in nature. We needed to simplify the visuals since the subject matter was also technical.
Brainstorming
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 and 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 increased engagement and drove higher conversion.
More Testing
Bringing in product dashboards was a variable that we tested.
Background color was another variable that we A/B 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.
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.
