Project type
Digital Campaign
Design System &
Digital Campaign
Year
2025
My role
Senior Visual Designer
Client
Microsoft & Touchcast
Project overview
Following a disjointed rebrand rollout, Touchcast needed a segmented campaign execution followed by visual alignment and a unified narrative across all digital touchpoints for the Touchcast Mentor launch. I translated complex strategic copy into modular 3-minute video storyboards tailored for targeted viewer segments, while designing scalable design systems for social and email assets.
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 crafted 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 crafted a segmented, multi-platform narrative tailored to three distinct audiences: enterprise BDMs, mid-small BDMs and individual consumers.
The research
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
We segmented the campaign into two videos that speak directly to three key audiences: enterprise BDMs, mid-small BDMs and individual consumers. We translated complex AI capabilities into a compelling story of infinite growth and possibility. By framing the brand's powerhouse Microsoft partnership through high-caliber visual design and strategic positioning, we solidified Touchcast’s market presence—ultimately presenting a sleek, acquisition-ready enterprise to top-tier investors.
We segmented the campaign into two videos that speak directly to three key audiences: enterprise BDMs, mid-small BDMs and individual consumers. We translated complex AI capabilities into a compelling story of infinite growth and possibility. By framing the brand's powerhouse Microsoft partnership through high-caliber visual design and strategic positioning, we solidified Touchcast’s market presence—ultimately presenting a sleek, acquisition-ready enterprise to top-tier investors.
The process
To bridge three distinct audiences, I engineered a 'network-connected' visual system that brings the expansive world of Touchcast AI mentors to life. Through adaptive UI interfaces, we showcased diverse, multi-industry mentor interactions—from executive coaching to specialized skills—making complex AI tech feel tangible and human. The design language visually communicates continuous personal and professional evolution, positioning MentorVerse as the foundation for the next era of AI-driven learning.
To bridge three distinct audiences, I engineered a 'network-connected' visual system that brings the expansive world of Touchcast AI mentors to life. Through adaptive UI interfaces, we showcased diverse, multi-industry mentor interactions—from executive coaching to specialized skills—making complex AI tech feel tangible and human. The design language visually communicates continuous personal and professional evolution, positioning MentorVerse as the foundation for the next era of AI-driven learning.
The concept:
Hello world
The concept:
Hello world
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.
Final outcome
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.
Final outcome
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
Senior Visual Designer
Juliana Vallejo
Design System
Storyboarding Design
Social and Banner Ads
Email Templates
Motion Designers
Motion Designers
Yagmur Altan & Phill Reed
Yagmur Altan & Phill Reed
Copywriters
Cody Barz & Taylor Fagan
