The Next-Gen of CRM

Marketing campaign

A campaign for Attio’s Next-Gen CRM manifesto, pairing a point of view with 50+ GTM leader contributions.

It needed one visual system that could scale across the manifesto page, an illustrated portrait set, a week on the NASDAQ billboard in Times Square, and supporting web + social assets. The constraint was consistency: dozens of contributors, very different formats, and one brand voice.

My role: design lead. I owned the campaign system across web, portraits, the AI motif, and OOH layouts.

Defining the portrait style

With 50+ contributors, photography doesn’t scale. People don’t want to send headshots, and when they do, the quality is inconsistent. Illustrated portraits solved the problem while keeping every contributor equally “present”.

Three illustrators were shortlisted and asked for two quick sketches each. That was enough to test how each style sat next to Attio’s layouts, typography, and overall tone.

Illustration style test

Jonny Ruzzo’s style fit immediately. Charcoal portraits with clean shapes and a strong line feel. We kept them monochrome, since the style already stood out on its own.

Jonny Ruzzo's portraits

A serif for “human” moments

The idea was to add a serif for a more polished, warmer feel, while keeping it compatible with Attio’s bold logo and the existing typography system.

To make sure it could live beyond this campaign, multiple serif options were tested alongside the illustrations and core brand elements before landing on a direction.

The idea was to add a serif for a more polished, warmer feel, while keeping it compatible with Attio’s bold logo and the existing typography system.

To make sure it could live beyond this campaign, multiple serif options were tested alongside the illustrations and core brand elements before landing on a direction.

The idea was to add a serif for a more polished, warmer feel, while keeping it compatible with Attio’s bold logo and the existing typography system.

To make sure it could live beyond this campaign, multiple serif options were tested alongside the illustrations and core brand elements before landing on a direction.

Serif font tests

Tiempos was the right balance. It has personality without taking over, and adds warmth without feeling overly decorative or nostalgic. We kept its use intentionally limited as an accent alongside Inter, which remains the default.

Tiempos was the right balance. It has personality without taking over, and adds warmth without feeling overly decorative or nostalgic. We kept its use intentionally limited as an accent alongside Inter, which remains the default.

Tiempos was the right balance. It has personality without taking over, and adds warmth without feeling overly decorative or nostalgic. We kept its use intentionally limited as an accent alongside Inter, which remains the default.

Pairing test draft

New visuals for AI

An AI cue was needed, but not the usual sparkle icon. A few directions were explored to find something more abstract and optimistic, without drifting into hyper-tech or retro futurism.

AI look and feel moodboard

The answer became shiny pixels: a modular pattern that can scale up or down and still read. The palette ties back to Attio’s rainbow AI tags in the product. A holographic version was tested first, but it didn’t hold up across backgrounds and sizes, so it shifted to a brighter rainbow treatment.

The answer became shiny pixels: a modular pattern that can scale up or down and still read. The palette ties back to Attio’s rainbow AI tags in the product. A holographic version was tested first, but it didn’t hold up across backgrounds and sizes, so it shifted to a brighter rainbow treatment.

The answer became shiny pixels: a modular pattern that can scale up or down and still read. The palette ties back to Attio’s rainbow AI tags in the product. A holographic version was tested first, but it didn’t hold up across backgrounds and sizes, so it shifted to a brighter rainbow treatment.

Header explorations

This became the campaign’s AI motif and the core of the manifesto header, with Alex K. bringing it to life through animation.

This became the campaign’s AI motif and the core of the manifesto header, with Alex K. bringing it to life through animation.

This became the campaign’s AI motif and the core of the manifesto header, with Alex K. bringing it to life through animation.

Billboard layout

The NASDAQ screen is split by window breaks, so it can’t be treated like a single canvas. The layout was designed around the gaps, turning the structure into part of the system.

Grey pixels ran in the background at a different scale and density, and the quotes snapped to the screen’s grid. Each slot ran two quotes, with simple transitions and a logo beat to keep it readable and in motion.

Outcome

The campaign stayed cohesive across every format: manifesto page, contributor quotes, portraits, the Times Square billboard, and supporting assets.

Many of the decisions were made with longevity in mind. The portrait style, Tiempos, and the overall approach carried into Attio’s wider brand refresh and showed up across the website and later campaigns.

Contributors also shared their quote and portrait assets on their own socials, helping the work travel beyond Attio’s channels.

Hej hej

Twitter

Linkedin

Hej hej

Twitter

Linkedin

Hej hej

Twitter

Linkedin