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We’ve visually improved our software platform and website for the modern federal innovator. Here’s a behind-the-scenes overview of our recent design refresh.
Productable has changed over the past year! We’ve brought on board a new R&D team, rebuilt our software platform on a proprietary tech stack, and signed new partnership agreements with federal organizations like the Transportation Security Administration (TSA) and Air Force Special Operations Command (AFSOC). While our previous visual identity captured the energy of our early-stage company, it didn’t showcase our technical maturity, innovation expertise, or federal focus. We knew there was an opportunity to level up. Our main goal for the refresh was to set a new visual baseline for our product and website that was sophisticated enough to communicate our progress, yet flexible enough to support ongoing evolution. Read on to learn more about what we’ve updated and how we made it happen.
To better capture Productable’s current stage of development, we’ve made some exciting design updates across our software platform, website, and related assets:
✔️New header design
✔️New color palette
✔️New typography
✔️New navigation
✔️New imagery
Together, these design updates have given Productable a bold yet sophisticated look and feel. On the website, human-centric images combined with product pop-outs and a high-contrast color palette convey technical progress and forward momentum.
In the software platform, a darker header and cobalt accents create a sleek home base where federal innovators can easily manage initiatives from end to end.
Productable’s VP of Product Design Taylor Palmer said, “Our brand previously felt whimsical and aspirational, which made sense in the early days of our company. Now that we have strong technical foundations and an improved app, the new brand feels more mature. My favorite part is probably the subtle patterns and textures created by Morgan, our Senior Product Designer, which they made really easy to drop into screens, slides, and graphics to add a technical touch.”
Step 1: Find the right timing
Even before launching this project, we set up a recurring meeting between marketing and design to facilitate collaboration week-to-week. One of the first topics that came up in these meetings was the Productable brand. We all shared the same desire to modernize and solidify our visual identity. The design team had already begun planning out a round of updates to the product’s design system. Meanwhile, on the marketing team, we were in the midst of updating our messaging on the website to better reflect our work with federal agencies. We discovered that it was the perfect time to combine forces and revamp our highest-priority visual assets. Taylor shared, “Something that really helps these types of projects is having support from across the org. Collaboration between marketing and design allowed this project to be much more impactful.”
Step 2: Align stakeholders on the project plan
Once we knew it was the right time for a refresh, Morgan held a cross-functional kick-off with the marketing team, the design team, and Productable’s CEO. During that meeting, we discussed the success criteria and timeline for the project, agreeing to a two-week sprint and two areas of focus: (1) replacing the whimsical elements of our previous brand with more modern, tech-centric colors and imagery and (2) creating a cohesive experience across the website and product. We decided to run quick rounds of feedback, starting with our core group and consulting other stakeholders as needed. We also looped in a Webflow developer from the agency Nine Yards Studio to make speedy website changes along the way. With shared priorities and a clear project plan, we had everything we needed to hit the ground running.
Step 3: Stay focused and agile
The functional leaders involved in this project had prior experience with visual refreshes and rebrands, which made it easier to avoid common pitfalls and stay focused on the end goal. Our VP of Growth, Tyler Steinke, started his career as a web designer and as an account manager at FCB Chicago, where he learned the fundamentals of brand-building and creative storytelling. This background allowed him to set clear priorities over the course of the refresh, collaborate smoothly with the design team, and help lead the way to an exciting finished product. On the design side, Productable benefited from the experience of multiple designers with a wealth of startup experience. Both Morgan and Taylor had run visual refreshes several times at numerous startups, which gave them insights into the changes that would take Productable’s brand to new heights.
We’re excited about the recent upgrade we’ve made to the Productable design system, but we’re just getting started. In Taylor’s words, “Aesthetic styles and trends constantly shift and evolve, and so do companies. Updating a brand kit is as much about the company presenting itself to customers as it is about meeting customers’ expectations.” As we continue to enhance our product and services, we’re committed to iterating on our visual identity to best meet the needs of innovators in federal agencies and beyond.
Explore our refreshed website or log into Productable to see what’s new.
Questions about the refresh or your experience with Productable? Contact us any time at support@beproductable.com.
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