Normal
Evolving Normal.dev from a product redesign into a cohesive product, brand, and go-to-market system.
The engagement began with product design. Normal.dev had a powerful, highly technical product, but the interface struggled to make that complexity understandable to end users. Core user journeys were difficult to follow, and dense data was presented in ways that increased cognitive load rather than clarity.
They needed a designer who could make sense of complex systems, restructure workflows so they felt intuitive, and introduce a more modern UI layer that matched the sophistication of the underlying technology. The initial focus was on organizing information, improving usability, and creating a product experience that developers could understand and trust.
Product UX Strategy
UX & UI Design (Core Product)
Information Architecture
Design System & Interaction Patterns
Brand Identity & Logo Design
Visual Language & Illustration
Marketing Website Design
Product-to-Marketing Storytelling
Scope
Product Foundation
The initial product UX work focused on translating complex, technical functionality into an experience that felt understandable and usable. Dense data, unclear workflows, and high cognitive load made it difficult for users to confidently navigate the product, despite its underlying capability.
By restructuring core journeys and introducing a more intentional UI layer, the product experience became clearer, more coherent, and easier to reason about. This work established a strong functional foundation, which ultimately exposed a mismatch between the improved product experience and the surrounding brand and marketing presence.
Why Branding Became Necessary
As the product design matured, it became clear that the existing branding could not support it. From a product standpoint, the visual language was generic, and from a marketing standpoint, there was no clear narrative or intentional positioning to carry the product into the market.
The brand needed a distinct identity that could clearly express what Normal.dev was, who it was for, and why it mattered. This work was net new. We led a rebranding effort to establish a cohesive look and feel, exploring multiple directions before aligning on a logo and visual system that felt appropriate for the product and audience.
That new brand foundation then informed the marketing website. With limited existing content, we worked closely with the team to shape the story, define content blocks, and translate technical capability into a clear, visual narrative that could support go-to-market efforts.
Brand System & Identity
The branding work focused on defining a clear, intentional identity that could support both the product and future marketing efforts. We began by aligning on where the brand needed to go, grounding decisions in stakeholder input and shared inspiration rather than jumping straight to visual execution.
From there, we explored multiple potential brand directions through mood boards that examined tone, color, typography, and visual language. These explorations helped narrow the field and clarify what felt most appropriate for the product, audience, and market positioning.
Once a direction was established, we moved into logo exploration, testing a wide range of concepts before refining and narrowing based on form, readability, and overall fit. The result was a distinct brand identity that felt purposeful, modern, and capable of carrying both the product experience and external storytelling.
Marketing Website & Storytelling
While the brand identity established a clear tone and visual direction, the marketing website itself needed to be defined from the ground up. There was no existing framework for how the product story should be told, and the available content was limited and loosely formed.
The work focused on shaping a coherent narrative using what existed, refining language where possible, and pairing each idea with supporting visuals so the experience made sense as users scrolled through the site. Design played a central role in clarifying the story, using illustration and layout to communicate complex concepts in a more approachable way.
We helped define the site structure, proposed multiple narrative directions, and iterated on page concepts until the story felt clear, cohesive, and aligned with the new brand. The result was a marketing experience that could guide users through the product’s value without relying on dense explanation or fully mature copy.
Outcome
The work transformed Normal.dev from a strong but visually generic product into a cohesive product, brand, and marketing system. What began as capable technology without clear positioning evolved into a more usable product experience supported by a distinct identity and point of view.
With a clearer brand and a structured marketing narrative in place, the product became easier to understand, easier to trust, and easier to evaluate. The website told a more complete story, pairing visuals with clearer messaging and presenting Normal.dev as a more mature, credible SaaS company to prospective customers.
The final result was alignment across product, brand, and marketing — giving the company a foundation that could support growth, communication, and continued product evolution.
