An exploration in the design and storytelling of happy 37signals customers, by Mig Reyes
The challenge was to craft stories for a diverse range of satisfied 37signals customers, including a toy maker, farmer and an accountant. With beauty and clarity in mind, this was a perfect opportunity to shape a more consistent visual and typographic language throughout all 37signals marketing.
While I envisioned this challenge being a visual exercise, I had no content to work with. So before jumping to sketches, I spent the first few days thinking about what challenges farmers, toy makers and accountants face. From documentaries to articles about each of these industries, I jotted down story starting-points and made connections to all of the 37signals products.
In considering aesthetic choices for each three of these stories, I wanted to make sure each person’s page felt custom and cared for. While effective, clear and beautiful on their own, existing 37signals marketing pages could benefit from a push for visual consistency.
Language has always been consistent with 37signals. So to help us achieve visual consistency, a first step is to solidify the typography. Efforts were made in restyling and removing noise from other areas of 37signals pages.
