01
Project Overview
Empuls and Compass are two Xoxoday products with different audiences and different goals. Empuls supports employee engagement and recognition. Compass supports sales performance and incentive management. Both showed up across websites, sales decks, brochures, and event materials.
Over time, the visual layer became fragmented. Different designers worked from different references and styles changed each time. Even if each piece could be justified individually, together, they revealed a structural gap across every new website page and sales push.
Design system and context-specific application.
02
Design Approach
I built the foundation by defining color, elevation, and spatial rules so every illustration felt grounded in the same environment. Color was disciplined and anchored to brand tokens. Compositions were constructed from modular elements that could scale seamlessly from a compact UI card to a full marketing banner without losing coherence. This allowed consistency without rigidity.
Within that shared grammar in place, tone was adapted to context. Empuls required warmth and human presence to support recognition and culture. Compass required clarity and structure to reflect performance metrics and incentive mechanics.
The expression shifted to serve the product. A recognition moment made appreciation feel real. A performance highlight helped someone quickly understand how they were tracking.
03
The Impact
Execution became more predictable and efficient. Asset turnaround time reduced by roughly 60% as teams no longer reinvented visual direction for each asset. Revision rounds dropped from an average of five to one or two, with feedback focused on content rather than style.
The system was adopted across marketing, product marketing, and sales enablement, creating a shared visual standard across teams. The visual layer now reflected the quality and credibility of the products themselves.
120+
Illustrations unified across product and marketing
4x
Faster creation of new illustration assets
