Cloudinary is an AI-based platform for optimizing, transforming, and delivering images and videos. Cloudinary's main products allow anyone to modify images and videos on the fly through urls. Cloudinary's DAM, Image, and Video platform have a breath of AI features that allow enterprise companies to automate and work faster.
In a push to create more attention grabbing graphics, Cloudinary decided it was time to use brighter background colors. I was asked to concept a new direction for Cloudinary's brand. This included new brighter gradients that would be paired with simply easy to understand product abstractions. While I spearheaded this visual shift, I lead art direction and mentored other designers in the new style.
This style can be seen across all of Cloudinary's assets- website graphics, social media posts, Linkedin and display ads, as well as videos.
This refined visual direction will grab attention and focus viewers on what truly sets Cloudinary’s products apart. This direction simplifies graphics to clear the noise for a viewer. While at the same time using Cloudinary's brighter secondary palette to grab attention. By leaning more into Cloudinary’s brighter secondary palette within the existing brand system, we can connect with a broader audience. At the same time, simplifying our graphics will create a cleaner, more memorable visual impression.
Product abstractions are an easy way to tell multiple stories for Cloudinary's complex product offerings.
Focus: Helps guide a viewer on what is important rather than getting lost in the details.
Flexibility: Creates a scalable and flexible style that resonates with multiple viewers.
Impact: Evokes stronger emotional connections and leaves a lasting impression.
