Observation & intention
The previous website was heavily product-focused — emphasizing features, data, and technical value. However, this approach did not create a clear or emotionally engaging communication for potential clients.
The redesign aimed to reposition SmartLayers around clarity, simplicity, and high-technology precision. Instead of leading with features, the intention was to communicate vision — making complex AI concepts feel approachable.
Back to the basics
Keywords such as clean, minimal, robotic, high-technology guided the new brand direction. The goal was to simplify messaging while visually reinforcing the product’s intelligence and innovation.
Introducing illustration helped translate abstract AI processes into understandable visual narratives, bridging the gap between technical sophistication and human understanding.
Illustration system & characters
A custom character system was developed to symbolize the connection between human activity and artificial intelligence. Detached heads, hands, and feet created figures that felt slightly robotic yet still human.
Built from simple sticks and circular joints, the modular structure allowed flexible poses while maintaining visual consistency.
Together with a defined color palette and outlined iconography, these elements formed a cohesive brand language that highlighted the company’s technological vision.
Outcome & what I learned
The redesign shifted SmartLayers from a feature-heavy presentation to a concept-driven narrative. The new visual system allowed the company to communicate complex AI workflows with clarity and personality.
- Brand voice matters as much as product value.
- Illustration can humanize abstract technology.
- Consistency across graphic elements builds credibility.
Gallery: branding system, website redesign and illustration language.