Marketing data, superpowered.
A year-long brand evolution for Supermetrics, extending an established identity across illustration, 3D, motion, product and web.
Evolving an established brand
Supermetrics already had an established identity. The problem was everything growing around it: product, marketing and content were moving faster than the visual rules. The brief was to set a clearer creative benchmark for the team without throwing away what already worked.
Working with Head of Design Ivana Pesic Forbes, we adjusted the logo system and lockups, defined the type and color rules, and documented them in a practical visual style guide covering logo use, icons, avatars and everyday applications.
A reusable illustration library
Icons, characters and simple isometric scenes were developed as a library rather than a series of one-offs. Outline, filled and color variants could be mixed and recombined, making it easier to produce new blog and marketing graphics without inventing a new style every time.
Adding another dimension
The same idea moved into 3D for the work that needed more presence. Marketing data became the material: pie charts turned into wheels, dashboards into objects, and ordinary gadgets picked up a Supermetrics twist.
Characters, scenes and motion brought that world into headers, explainers and campaigns. The rendering changed, but the underlying idea stayed close to the low-fi illustrations.
Products and connectors
Product marks were developed in two forms: high-fidelity 3D for larger brand moments, and simplified outlines for smaller interfaces and editorial use. Connector graphics used the same approach to show the route from a data source to its destination.
From identity to interface
Once the visual direction was set, we carried it into the website: page headers, iconography, dashboards and supporting graphics across product and marketing pages.
Illustration and 3D became part of the page language, rather than decoration added after the interface was designed.
A reusable page system
The work went beyond individual page comps. Together with the internal design team, we put together a reusable set of interface elements for long pages, product stories and editorial content.
New pages could feel related without all looking the same.
The brand in everyday use
The same material kept appearing in the work the marketing team needed every week: affiliate campaigns, ebooks, social content, editorial graphics, motion and merchandise.
Some pieces were repeatable, some were one-offs. What mattered was that they did not have to start from scratch each time.
A year of collaboration
The project ran for about a year, expanding from identity into illustration, 3D, motion, product and web. We worked alongside Supermetrics' internal design team, bringing in specialists as new needs appeared.
By the end, the work included product marks, illustration libraries, website patterns, applications and a visual style guide. The point was not simply to make more assets, but to make the next one easier to make.
Project team
- Bojan Stefanovic Art direction
- Ivana Pesic Forbes Head of Design, Supermetrics
- Sava Stoic Lead illustrator & designer
- Ivan Stefanovic 3D visualization & modeling
- Aleksandar Kostic Character design & 3D motion graphics
- Nenad Zivanovic Motion graphics
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