Visual Assets
This project began as a website visual refresh for CoPilot AI, an AI-powered sales enablement tool. The previous visuals relied heavily on business professional imagery, which made the brand feel more like an agency or consulting service than a software product.
To better communicate CoPilot AI’s identity as a SaaS company, I created product-focused visuals using UI mockups and graphics that showcased the company’s AI features and product experience. As the new direction became more established, the work expanded into visual assets across marketing, email, presentation decks, and sales enablement materials, helping create a more consistent and software-focused brand experience.
COMPANY
CoPilot AI is an AI-powered sales enablement tool for outbound LinkedIn sales, helping teams analyze leads and create personalized messages to improve response and booking rates.
MY ROLE
Visual Designer
TEAM
Visual/Communication Designer (me)
Growth Marketer
SCOPE
Visual design
Marketing assets
Sales enablement materials
Product communication visuals
Brand consistency
TIMELINE
2023
TOOLS
Figma
CHALLENGE
Shifting the website from agency-like to product-led
Previously, CoPilot AI’s website visuals relied heavily on images of business professionals, which made the brand feel more like an agency or consulting service rather than an AI-powered software product.
The initial challenge was to revamp the website visuals so they could better communicate CoPilot AI as a SaaS company by highlighting its product interface, AI features, and value in the sales workflow.
SOLUTION
Created product-focused visual assets, starting with the website
I started by redesigning the website visuals using UI mockups and product-focused graphics that showcased CoPilot AI’s AI features more clearly.
As the visual direction became more established, the work expanded beyond the website into other touchpoints, including marketing materials, email graphics, presentation decks, and sales enablement assets. By reusing the same visual language across different formats, I helped create a more cohesive brand experience across customer-facing materials.
DESIGN PROCESS
Created product-focused visual assets, starting with the website
I started by redesigning the website visuals using UI mockups and product-focused graphics that showcased CoPilot AI’s AI features more clearly.
As the visual direction became more established, the work expanded beyond the website into other touchpoints, including marketing materials, email graphics, presentation decks, and sales enablement assets. By reusing the same visual language across different formats, I helped create a more cohesive brand experience across customer-facing materials.
1
Reviewed the website copy
I reviewed the website copy to understand the key message of each section and what the visuals needed to support.
Identified the communication goal
For each section, I clarified whether the visual needed to explain a feature, show a workflow, highlight AI functionality, or communicate product value.
2
Created visuals aligned with the copy
I designed product-focused visuals that directly supported the website copy, using UI mockups and graphic elements to make each message easier to understand.
Balanced clarity and detail
The visuals needed to feel specific enough to represent the product, but not too detailed or complex. I kept them clear, polished, and easy to scan.
3
Applied the visual direction across touchpoints
After establishing the website visuals, I expanded the same product-focused style into other materials, including marketing assets, email graphics, presentation decks, and sales enablement assets.
OUTCOME
Improved visual consistency and supported cross-functional communication
The visual assets helped CoPilot AI communicate product value, sales concepts, and marketing messages more clearly across different channels.
By creating reusable and consistent design assets, I supported faster production for marketing and sales materials while helping the brand feel more polished and recognizable across customer-facing touchpoints.
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