Style

Style Direction

Stylistically I wanted the site to look very distinct from Taplytics, feel clean yet exciting, and appeal to developers (our target audience) right away. I chose a colour palette that I think feels very separate from everything we’d previously done with Taplytics while also feeling credible, bold, and energetic. I opted to go with a dark black/blue for my primary colour and paired that with blue and yellow for my secondary/accent colours, all of which were received really well by the developers within our company, leading us to believe it would speak to our target audience pretty effectively as well.

For typography I paired a bold headline font (Uni Neue) with a highly readable sans-serif (Inter) for body copy. I wanted headlines to be modern and eye-catching and body copy to be really crisp, easy to read, and also consistent with what we were using in the DevCycle app.

Here are a few sections of the style tile and brand guidelines:

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Imagery

Custom Graphics

I worked closely with the marketing team as they were developing DevCycle’s messaging and designed a bunch of custom illustrations to help visually communicate a lot of our key features and selling points. Some of these illustrations were a bit more abstract and conceptual (like the infinite loop graphic you’ll see below which symbolizes the idea of continuously releasing code using feature flags), while others are much more concrete and feature elements from the platform. Overall I think it’s the imagery on the website that really makes it pop and they work well to illustrate complex concepts in a simple and effective way.

Here are a few of the custom illustrations I designed:

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Design

Mockups & Webflow Customization

After we collectively settled on the basic site map and project roadmap, the marketing team began working on copy. In a very back-and-forth way, we built the website page by page – as copy was written it would be handed off to me and I would then design the pages while simultaneously building them in Webflow based on the frameworks that the marketing team had set up. It was a very efficient process and allowed us to finish the fully responsive site in a really short timeframe.

I opted to mix things up between predominantly light pages and completely dark pages to help differentiate the different sections of the site, while keeping things visually connected with the use of blues and yellows throughout. I kept the pages feeling open and airy and paired copy with visuals as often as I could to keep the site feeling engaging and interesting. Our main goal with regards to structure and content was to keep the site intuitive and well-organized, while keeping copy concise so that visitors to the site could get the information they were looking for quickly and then either sign up and try the product or get in touch with us easily.

Here are a few of the pages that I designed (Home, a Solutions page, Feature Flags, Careers/About, Pricing, Blog, and Demo Sign Up):

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Results

Launch, Lead Generation, & Demo Requests

After officially launching the new company and the website + platform, we received a lot of interest and engagement from visitors to the site which resulted in a large number of demo requests from new and existing customers excited to try out the product. Within weeks we had several customers actively using the beta product.

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Design: Trevor Davson
Copywriting: Taplytics Marketing Team
Strategy & Project Management: Trevor Davson, Taplytics Marketing Team
Webflow Construction & Customization: Trevor Davson, Taplytics Marketing Team

All work completed for and owned by Taplytics Inc. / DevCycle.com

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