Crafting the visual identity of Murf’s new tech launch

Crafting the visual identity of
Murf’s new tech launch

Speech Gen 2 was an advancement in Murf's AI voice technology, bringing their AI voices closer to sounding human. The team was ready to launch this model to all its customers and I designed the visual identity for the launch campaign.

The design phase of this project was really short as it was initially meant to be a soft launch. However, it soon evolved into a larger campaign which included multiple emails, a dedicated webpage, in-product communication, ads and youtube videos. The identity I created was used across all these touchpoints, helping to distinguish and unify the campaign.

Speech Gen 2 was an advancement in Murf's AI voice technology, bringing their AI voices closer to sounding human. The team was ready to launch this model to all its customers and I designed the visual identity for the launch campaign.

The design phase of this project was really short as it was initially meant to be a soft launch. However, it soon evolved into a larger campaign which included multiple emails, a dedicated webpage, in-product communication, ads and youtube videos. The identity I created was used across all these touchpoints, helping to distinguish and unify the campaign.

Speech Gen 2 was an advancement in Murf's AI voice technology, bringing their AI voices closer to sounding human. The team was ready to launch this model to all its customers and I designed the visual identity for the launch campaign.

The design phase of this project was really short as it was initially meant to be a soft launch. However, it soon evolved into a larger campaign which included multiple emails, a dedicated webpage, in-product communication, ads and youtube videos. The identity I created was used across all these touchpoints, helping to distinguish and unify the campaign.

Challenges

The team was initially planning to launch Gen 2 with just an email sent out to customers. When I joined the project, the graphic below had been finalised to be the hero section of the launch email. I had several concerns with this, some of which are -

The team was initially planning to launch Gen 2 with just an email sent out to customers. When I joined the project, the graphic below had been finalised to be the hero section of the launch email. I had several concerns with this, some of which are -

The team was initially planning to launch Gen 2 with just an email sent out to customers. When I joined the project, the graphic below had been finalised to be the hero section of the launch email. I had several concerns with this, some of which are -

Original hero section graphic of the Gen 2 launch email.
Original hero section graphic of the Gen 2 launch email.
Original hero section graphic of the Gen 2 launch email.

Approach

I believed that the Gen 2 launch warranted a more impactful launch email. However, I was constrained on time and the email had to go out in under a couple of days.
With an eye on the clock, I explored a few visual directions while working within the constraints of the original design. After engaging in constructive discussions, I gained the team’s support for making enhancements. It also became evident that we needed a visual identity for "Murf Speech Gen 2".

I believed that the Gen 2 launch warranted a more impactful launch email. However, I was constrained on time and the email had to go out in under a couple of days.
With an eye on the clock, I explored a few visual directions while working within the constraints of the original design. After engaging in constructive discussions, I gained the team’s support for making enhancements. It also became evident that we needed a visual identity for "Murf Speech Gen 2".

I believed that the Gen 2 launch warranted a more impactful launch email. However, I was constrained on time and the email had to go out in under a couple of days.
With an eye on the clock, I explored a few visual directions while working within the constraints of the original design. After engaging in constructive discussions, I gained the team’s support for making enhancements. It also became evident that we needed a visual identity for "Murf Speech Gen 2".

Some initial explorations.

Some initial explorations.

Some initial explorations.

Explorations for the Gen 2 launch email hero section graphic.
Explorations for the Gen 2 launch email hero section graphic.
Explorations for the Gen 2 launch email hero section graphic.

I then explored colour combinations derived from Murf's brand colours that could be used for the Gen 2 identity.

I then explored colour combinations derived from Murf's brand colours that could be used for the Gen 2 identity.

I then explored colour combinations derived from Murf's brand colours that could be used for the Gen 2 identity.

Colour explorations for Gen 2 identity.
Colour explorations for Gen 2 identity.
Colour explorations for Gen 2 identity.

The components of Gen 2's visual identity that were finalised.

The components of Gen 2's visual identity that were finalised.

The components of Gen 2's visual identity that were finalised.

A vibrant moodboard divided into three sections, showcasing visual elements for creating Gen 2 graphics. The first section features a grey background with a subtle grid, the second highlights a gradient from purple to light blue to dark blue, representing the primary Gen 2 color palette. The final section displays the selected fonts: Mona Sans for headers and Rubik for body text.
A vibrant moodboard divided into three sections, showcasing visual elements for creating Gen 2 graphics. The first section features a grey background with a subtle grid, the second highlights a gradient from purple to light blue to dark blue, representing the primary Gen 2 color palette. The final section displays the selected fonts: Mona Sans for headers and Rubik for body text.
A vibrant moodboard divided into three sections, showcasing visual elements for creating Gen 2 graphics. The first section features a grey background with a subtle grid, the second highlights a gradient from purple to light blue to dark blue, representing the primary Gen 2 color palette. The final section displays the selected fonts: Mona Sans for headers and Rubik for body text.

Launch email

All the visual assets for the email i.e.,the hero section, testimonial cards, and spot illustrations have been designed to work in both dark and light browser themes.
The visual style for the spot illustrations follows the style set here, but with the Gen 2 gradient colours.
I incorporated Murf's AI voice avatars into the hero graphic, as the team agreed that they should be a central focus for the launch.

All the visual assets for the email i.e.,the hero section, testimonial cards, and spot illustrations have been designed to work in both dark and light browser themes.
The visual style for the spot illustrations follows the style set here, but with the Gen 2 gradient colours.
I incorporated Murf's AI voice avatars into the hero graphic, as the team agreed that they should be a central focus for the launch.

All the visual assets for the email i.e.,the hero section, testimonial cards, and spot illustrations have been designed to work in both dark and light browser themes.
The visual style for the spot illustrations follows the style set here, but with the Gen 2 gradient colours.
I incorporated Murf's AI voice avatars into the hero graphic, as the team agreed that they should be a central focus for the launch.

Feature emails

As part of this launch, we were also rolling out some new product features. One of these was "Word-level Emphasis", which lets users have fine-tuned control over the level of emphasis with which a word is spoken in a sentence. The other new feature was "Say It My Way", through which users could record themselves speaking and their chosen AI voice would mimic the tone and voice modulation.
The emails I designed for these were similar to the Studio welcome email, where I showcased parts of the product's UI in the hero section.

As part of this launch, we were also rolling out some new product features. One of these was "Word-level Emphasis", which lets users have fine-tuned control over the level of emphasis with which a word is spoken in a sentence. The other new feature was "Say It My Way", through which users could record themselves speaking and their chosen AI voice would mimic the tone and voice modulation.
The emails I designed for these were similar to the Studio welcome email, where I showcased parts of the product's UI in the hero section.

As part of this launch, we were also rolling out some new product features. One of these was "Word-level Emphasis", which lets users have fine-tuned control over the level of emphasis with which a word is spoken in a sentence. The other new feature was "Say It My Way", through which users could record themselves speaking and their chosen AI voice would mimic the tone and voice modulation.
The emails I designed for these were similar to the Studio welcome email, where I showcased parts of the product's UI in the hero section.

Key screens from the "Say It My Way" and "Word-level Emphasis" product flows.

Key screens from the "Say It My Way" and "Word-level Emphasis" product flows.

Key screens from the "Say It My Way" and "Word-level Emphasis" product flows.

Key product screen for the 'Say It My Way' feature. The right side displays a microphone graphic with a play button, allowing users to record their voice. The left side shows the voice recording's transcript, appearing in real time as the user speaks.
Key product screen for the 'Say It My Way' feature. The right side displays a microphone graphic with a play button, allowing users to record their voice. The left side shows the voice recording's transcript, appearing in real time as the user speaks.
Key product screen for the 'Say It My Way' feature. The right side displays a microphone graphic with a play button, allowing users to record their voice. The left side shows the voice recording's transcript, appearing in real time as the user speaks.
Key product screen for the 'Word-level Emphasis' feature. The left side displays a paragraph containing the selected word, while the right side features a graph where a pointer can be adjusted to modify the emphasis on the chosen word.
Key product screen for the 'Word-level Emphasis' feature. The left side displays a paragraph containing the selected word, while the right side features a graph where a pointer can be adjusted to modify the emphasis on the chosen word.
Key product screen for the 'Word-level Emphasis' feature. The left side displays a paragraph containing the selected word, while the right side features a graph where a pointer can be adjusted to modify the emphasis on the chosen word.

Email design for "Say It My Way" and "Word-level Emphasis" product features.

Email design for "Say It My Way" and "Word-level Emphasis" product features.

Email design for "Say It My Way" and "Word-level Emphasis" product features.

Webpage and other assets

The Gen 2 identity was also used across various platforms, including a dedicated webpage, in-product communication, YouTube video thumbnails, and social media posts.

The Gen 2 identity was also used across various platforms, including a dedicated webpage, in-product communication, YouTube video thumbnails, and social media posts.

The Gen 2 identity was also used across various platforms, including a dedicated webpage, in-product communication, YouTube video thumbnails, and social media posts.

I worked on the visual assets for the webpage, including the spot illustrations.

I worked on the visual assets for the webpage, including the spot illustrations.

I worked on the visual assets for the webpage, including the spot illustrations.

The Gen 2 identity was utilized in in-product communication, including the voice selection screen and pop-up notifications.

The Gen 2 identity was utilized in in-product communication, including the voice selection screen and pop-up notifications.

The Gen 2 identity was utilized in in-product communication, including the voice selection screen and pop-up notifications.

Product screen featuring a catalog of AI voices for uses to select from. Some of the voices have the 'Gen 2' identity tag.
Product screen featuring a catalog of AI voices for uses to select from. Some of the voices have the 'Gen 2' identity tag.
Product screen featuring a catalog of AI voices for uses to select from. Some of the voices have the 'Gen 2' identity tag.
Product screen featuring a switch between 'Gen 1' and 'Gen 2' voices, where the 'Gen 2' identity has been used.
Product screen featuring a switch between 'Gen 1' and 'Gen 2' voices, where the 'Gen 2' identity has been used.
Product screen featuring a switch between 'Gen 1' and 'Gen 2' voices, where the 'Gen 2' identity has been used.
Product screen showing a pop-up notification for the 'Word-level Emphasis' feature. The pop-up has a central illustration which was designed for the 'Gen 2' campaign.
Product screen showing a pop-up notification for the 'Word-level Emphasis' feature. The pop-up has a central illustration which was designed for the 'Gen 2' campaign.
Product screen showing a pop-up notification for the 'Word-level Emphasis' feature. The pop-up has a central illustration which was designed for the 'Gen 2' campaign.
Product screen showing a pop-up notification for the 'Word-level Emphasis' feature. The pop-up has a central illustration which was designed for the 'Gen 2' campaign.
Product screen displaying a pop-up notification introducing 'Gen 2.' The pop-up features a central illustration highlighting the advanced, realistic, and customizable features of the new model. The graphic is designed according to the 'Gen 2' identity guidelines.
Product screen displaying a pop-up notification introducing 'Gen 2.' The pop-up features a central illustration highlighting the advanced, realistic, and customizable features of the new model. The graphic is designed according to the 'Gen 2' identity guidelines.
Product screen displaying a pop-up notification introducing 'Gen 2.' The pop-up features a central illustration highlighting the advanced, realistic, and customizable features of the new model. The graphic is designed according to the 'Gen 2' identity guidelines.

Youtube video thumbnails.

Youtube video thumbnails.

Youtube video thumbnails.

Thumbnails for three YouTube videos, which serve as explainers for the product features: 'Variability', 'Word-Level Emphasis', and 'Say It My Way'. The thumbnails are designed in accordance with the 'Gen 2' visual identity guidelines.
Thumbnails for three YouTube videos, which serve as explainers for the product features: 'Variability', 'Word-Level Emphasis', and 'Say It My Way'. The thumbnails are designed in accordance with the 'Gen 2' visual identity guidelines.
Thumbnails for three YouTube videos, which serve as explainers for the product features: 'Variability', 'Word-Level Emphasis', and 'Say It My Way'. The thumbnails are designed in accordance with the 'Gen 2' visual identity guidelines.
Thumbnails for three YouTube videos, which serve as explainers for the product features: 'Variability', 'Word-Level Emphasis', and 'Say It My Way'. The thumbnails are designed in accordance with the 'Gen 2' visual identity guidelines.

Updated in Dec 2024