Mature, not muted
Increase restraint while preserving character and quirkiness.
Sketch Website Rebrand
Evolving Sketch's marketing site with stronger hierarchy, refined typography, and a more mature visual language.
Context
At the time, Sketch had matured as a product, expanding its capabilities and professional audience. However, the marketing site still leaned heavily on expressive stickers and decorative graphics. While energetic and recognisable, the visual tone no longer fully reflected the sophistication of the product.
The Opportunity
The goal was not to remove personality, but to evolve it into a more refined and scalable visual language.
- Increase perceived maturity
- Strengthen typographic hierarchy
- Reduce decorative noise
- Reinterpret brand elements more subtly
Design Principles
Typographic authority
Introduce contrast and hierarchy through a serif and sans-serif pairing.
Subtle brand references
Abstract the diamond motif instead of removing it.
System-ready foundation
Create a consistent foundation for future campaign and marketing work.
Exploring Direction
I explored several tonal directions before narrowing in on a balanced evolution of the brand.
Elevating Typography
The previous typographic system relied solely on Marfa, which provided consistency but limited tonal range. The new system introduced a serif for editorial authority, paired with Inter for clarity and continuity with the product UI.
Visual Language Refinement
Expressive elements were reinterpreted instead of removed.
- Reduced decorative stickers
- Abstracted the diamond motif into softer accents
- Toned down colors with subtle blur layers
- Increased whitespace and rhythm
Outcome
The refined direction introduced stronger hierarchy, improved clarity, and better aligned the brand tone with the product's maturity. It also created a stronger foundation for future campaign and marketing work.
