Project type
Digital Campaign
Design System &
Digital Campaign
Year
2025
My role
Senior Visual Designer
Client
Microsoft & Touchcast
Microsoft &
Touchcast
Project overview
Unifying a fragmented digital footprint to launch the next era of AI mentorship.
Touchcast required a cohesive visual narrative and segmented campaign strategy to drive the high-profile launch of Touchcast Mentor. We transformed disjointed brand touchpoints into a unified digital experience—translating complex positioning into modular video storyboards, scalable design systems, and multi-channel campaign assets designed for targeted enterprise engagement.
The brief
Support Touchcast with a documented campaign strategy and supporting sales materials for the Touchcast Mentor Solution.
Support Touchcast with a documented campaign strategy and supporting sales materials for the Touchcast Mentor Solution.
The problem
Lack of a scalable, cohesive brand narrative and visual framework to support a high-stakes market positioning and acquisition strategy.
Lack of a scalable, cohesive brand narrative and visual framework to support a high-stakes market positioning and acquisition strategy.
The challenge
To unlock Touchcast MentorVerse’s full market potential, we needed to craft a segmented, multi-platform narrative tailored to three distinct audiences: enterprise BDMs, mid-small BDMs and individual consumers.
To unlock Touchcast MentorVerse’s full market potential, we needed to craft a segmented, multi-platform narrative tailored to three distinct audiences: enterprise BDMs, mid-small BDMs and individual consumers.
Mapping audience friction to establish
a strategic narrative foundation.
Mapping audience friction
to establish a strategic
narrative foundation.
Mapping audience friction to establish
a strategic narrative foundation.
Brand Audit
Brand Audit
Overall, while the brand maintains a reasonably consistent dark blue/purple gradient palette, the assets suffer from core issues in information hierarchy, legibility, value proposition clarity, and visual fatigue.
Weak Information Hierarchy & Layout Clutter
Inconsistent Visual Templates & Formatting
Typography & Contrast Neglect
Generic & Dated Visual Metaphors
Overall, while the brand maintains a reasonably consistent dark blue/purple gradient palette, the assets suffer from core issues in information hierarchy, legibility, value proposition clarity, and visual fatigue.
Weak Information Hierarchy & Layout Clutter
Inconsistent Visual Templates & Formatting
Typography & Contrast Neglect
Generic & Dated Visual Metaphors
Competitive Analysis
Competitive Analysis
To understand the competitive landscape, we audited two directed brand competitors Synthesia and HeyGen.
Compared to its competitors, Touchcast is visually lagging in design clarity and message positioning. While Synthesia and HeyGen use hyper-clean visuals or video-first product demos to prove value instantly, Touchcast relies on dense, static UI screenshots and technical graphics that create visual friction.
To remain competitive, Touchcast must simplify its graphic layouts, establish a unified design system, and adopt a more human-centered messaging framework.
To understand the competitive landscape, we audited two directed brand competitors Synthesia and HeyGen.
Compared to its competitors, Touchcast is visually lagging in design clarity and message positioning. While Synthesia and HeyGen use hyper-clean visuals or video-first product demos to prove value instantly, Touchcast relies on dense, static UI screenshots and technical graphics that create visual friction.
To remain competitive, Touchcast must simplify its graphic layouts, establish a unified design system, and adopt a more human-centered messaging framework.
Brand audit
Overall, while the brand maintains a reasonably consistent dark blue/purple gradient palette, the assets suffer from core issues in information hierarchy, legibility, value proposition clarity, and visual fatigue.
Weak Information Hierarchy & Layout Clutter
Inconsistent Visual Templates & Formatting
Typography & Contrast Neglect
Generic & Dated Visual Metaphors
Campaign audit
Before redesigning, we audited the previous Cloud-Native New Year campaign to understand where the visual system was falling short.
Three observations shaped our next move: the palette leaned heavily on deep purple, creating a tone that felt too serious for the community it was meant to celebrate. Iconography and 3D graphics were competing rather than complementing each other, weakening the visual hierarchy. And although the campaign itself was built around celebration and play, the creative didn't reflect that spirit. Together, these findings gave us a clear brief: bring the fun back to the surface.
Competitive Analysis
To understand the competitive landscape, we audited the developer-facing experiences of Google Cloud, AWS, and Oracle Cloud Infrastructure. Two insights emerged. First, the category is saying the same thing: all three brands lead with "faster" as their core value proposition, leaving the message undifferentiated. Second, the category looks the same: Google is clean but impersonal, AWS relies on iconography to carry meaning, and OCI feels corporate and flat. What unites them — and what none of them are using well — is whitespace. Where competitors treat it as empty space, we saw it as an opportunity: room to inject personality, warmth, and a distinctly human tone into Microsoft Developer's visual language.
Crafting the
visual language
Crafting the
visual language
Crafting the
visual language
To ground Touchcast’s complex AI capabilities in a tangible brand experience, I established a network-connected visual system driven by interlocking geometric shapes—symbolizing collaborative growth, human-AI connection, and infinite potential.
To ground Touchcast’s complex AI capabilities in a tangible brand experience, I established a network-connected visual system driven by interlocking geometric shapes—symbolizing collaborative growth, human-AI connection, and infinite potential.
Network-Connected
Visual System
Designed an adaptable motif of interlocking shapes and fluid visual elements to represent interconnected AI mentor networks and seamless data flows.
Network-Connected
Visual System
Designed an adaptable motif of interlocking shapes and fluid visual elements to represent interconnected AI mentor networks and seamless data flows.
Modular Storyboarding &
Video Assets
Translated multi-segment messaging into 3-minute "Hello World" video storyboards, defining visual direction, motion pacing, and narrative structure for B2B and consumer audiences.
Modular Storyboarding &
Video Assets
Translated multi-segment messaging into 3-minute "Hello World" video storyboards, defining visual direction, motion pacing, and narrative structure for B2B and consumer audiences.
Integrated Multi-Channel
Design System
Engineered a cohesive suite of digital collateral—including high-conversion email templates, social media assets, and polished UI interface screens—built to maintain visual precision and drive engagement across every touchpoint.
Integrated Multi-Channel
Design System
Engineered a cohesive suite of digital collateral—including high-conversion email templates, social media assets, and polished UI interface screens—built to maintain visual precision and drive engagement across every touchpoint.
Translating complex positioning
into modular narrative systems.
Translating complex
positioning into modular
narrative systems.
Translating complex positioning
into modular narrative systems.
Adaptive UI
Framework
Designed interactive UI screens demonstrating multi-industry mentor applications—spanning executive coaching to specialized technical skills—making abstract AI capabilities tangible and accessible.
Adaptive UI
Framework
Designed interactive UI screens demonstrating multi-industry mentor applications—spanning executive coaching to specialized technical skills—making abstract AI capabilities tangible and accessible.
Network-Connected
Aesthetics
Developed an interconnected visual motif featuring interlocking shapes and dynamic elements to symbolize continuous collaborative growth and human-AI synergy.
Network-Connected
Aesthetics
Developed an interconnected visual motif featuring interlocking shapes and dynamic elements to symbolize continuous collaborative growth and human-AI synergy.
Modular Multi-Audience
Collateral
Created a flexible suite of digital assets, including high-converting email templates and social graphics, ensuring consistent brand alignment across enterprise BDMs, SMBs, and consumers.
Modular Multi-Audience
Collateral
Created a flexible suite of digital assets, including high-converting email templates and social graphics, ensuring consistent brand alignment across enterprise BDMs, SMBs, and consumers.
Strategic Growth
Positioning
Visualized continuous professional evolution across touchpoints, establishing a future-proof brand presence that positioned MentorVerse as an essential platform for AI-driven learning.
Strategic Growth
Positioning
Visualized continuous professional evolution across touchpoints, establishing a future-proof brand presence that positioned MentorVerse as an essential platform for AI-driven learning.
Envisioning a
human-centered
brand introduction for
next-gen mentorship.
Envisioning a
human-centered
brand introduction for
next-gen mentorship.
Envisioning a
human-centered
brand introduction for
next-gen mentorship.
Reimagining the classic programmer’s greeting, 'Hello World' served as Touchcast MentorVerse’s bold introduction to the market. The concept signaled the dawn of a new era in AI learning—where human potential meets agentic AI mentors. We brought this vision to life through a cinematic, multi-platform narrative that invited the audience to step into a connected world of infinite growth.
Reimagining the classic programmer’s greeting, 'Hello World' served as Touchcast MentorVerse’s bold introduction to the market. The concept signaled the dawn of a new era in AI learning—where human potential meets agentic AI mentors. We brought this vision to life through a cinematic, multi-platform narrative that invited the audience to step into a connected world of infinite growth.
Launching a unified
multi-channel presence
built for targeted
audience conversion.
Launching a unified
multi-channel presence
built for targeted
audience conversion.
For the final work we produced the flagship 'Hello World' video suite, and social and email assets to introduce Touchcast MentorVerse—an agentic AI platform featuring interactive, multimodal video avatars. Designed a compelling story arc bridging B2B enterprise capabilities with intuitive B2C applications. The narrative successfully resonated with key strategic stakeholders and investors, contributing to Touchcast’s $500M acquisition deal with Infinite Reality.
For the final work we produced the flagship 'Hello World' video suite, and social and email assets to introduce Touchcast MentorVerse—an agentic AI platform featuring interactive, multimodal video avatars. Designed a compelling story arc bridging B2B enterprise capabilities with intuitive B2C applications. The narrative successfully resonated with key strategic stakeholders and investors, contributing to Touchcast’s $500M acquisition deal with Infinite Reality.
The
The
The
Creative Director
Creative Director
Colin McKeveny
Colin McKeveny
My role:
Senior Visual Designer
My role:
Senior Visual Designer
Juliana Vallejo
Juliana Vallejo
Design System
Storyboarding Design
Social and Banner Ads
Email Templates
Design System
Storyboarding Design
Social and Banner Ads
Email Templates
Motion Designers
Motion Designers
Yagmur Altan & Phill Reed
Yagmur Altan & Phill Reed
Copywriters
Copywriters
Cody Barz & Taylor Fagan
Cody Barz & Taylor Fagan
Launching a unified
multi-channel presence
built for targeted
audience conversion.
For the final work we produced the flagship 'Hello World' video suite, and social and email assets to introduce Touchcast MentorVerse—an agentic AI platform featuring interactive, multimodal video avatars. Designed a compelling story arc bridging B2B enterprise capabilities with intuitive B2C applications. The narrative successfully resonated with key strategic stakeholders and investors, contributing to Touchcast’s $500M acquisition deal with Infinite Reality.
