2021-22
In-house creative work for
AI startup, ASAPP
Brief
Hilary worked closely with the group creative director to help define and codify ASAPP’s visual identity, create illustrations and other design assets, pages for their website, and create processes that enabled the creative team to work more seamlessly and efficiently in a fully-remote environment. This resulted in ASAPP’s sales team achieving double their annual sales goal within the first two quarters of the fiscal year in 2022.
In-House Team
ASAPP
Role
Digital Designer
ASAPP’s creative team was small but packed a huge punch. Having brand assets available and ready to go was an intrinsic part of their ability to be nimble in the face of huge workloads and quick turnarounds. Hilary refined an existing brand asset—the arrows pattern—by introducing ASAPP’s color gradient and creating roughly a dozen variations in anticipation of future need. She also created an Illustrator template to handoff to freelancers and other members of the team in the event that more would be need to be created.
Her illustrative work for ASAPP also includes a staff favorite: location graphics for each of ASAPP’s offices.
Hilary’s abstract illustrations, used in lieu of stock photos, continue to serve as a foundation for the work done by ASAPP’s agency of record.
A fast-moving startup environment necessitated solutions that would improve the creative team’s efficiency. Hilary introduced a module system that made it simpler for design and dev to create and launch new web pages in shorter timespans.
