Servd is a Craft CMS hosting service, I have worked with them from their start-up inception to articulate their service visually through branding, UX and UI design.
Brand identity
As a new hosting platform, Servd needed a visual identity that felt professional, technically credible and flexible enough to evolve as the company grew. I created a look and feel around the idea of tessellating triangles with the aspiration that all aspects could be iterated and expanded upon in step with the scaling company.
Logo
The logo pairs the Servd ‘S’ with a sans-serif font called ABeeZee. The font was selected because it has the feel of monospace fonts used in comand-line interfaces.
Website
Servd has two key aspects to it’s web presence, it’s outward facing marketing website, and it’s customer facing control panel.
The marketing website needed to fully showcase the service, convert customers and provide a home for the service’s blog and documentation.
Supporting growth
As the platform has grown, the website has continually evolved to better communicate the service, respond to user feedback and support new customer groups.
Recently, we created a ‘solutions’ section of the site that explains how each subset of our core user base could benefit from the service. These pages show how agencies, freelance developers and enterprise businesses can use Servd showcasing relevant user stories and experiences.
Design system
The user interface of both the marketing site and control panel are powered by an extensive design library, containing typographic styles, styling information, user interface elements, design tokens, iconography and an image creation tool. This library is continually refined and maintained.
Marketing and outreach
As a flourishing start-up, Servd continues to establish its presence across the web. This has lead to a variety of extensions requiring design, such as a targeted twitter advertising campaign and t-shirts.
Outcome
Servd has continued to grow since launch, with the platform, website and design system evolving alongside the business. The project demonstrates how a scalable visual identity and flexible design system can support a startup from its earliest stages through ongoing product development and marketing.