Pigment

Project Overview

Duration: 4.5 months
Tech Stack: Webflow
Team Size: 2

PIGMENT is an enterprise business planning software startup, headquartered in Paris, France. In April 2024 they closed Series D funding at $145M.

Challenge

Pigment embarked on a rebranding initiative as they looked to expand their reach with enterprise-level HR teams and Fortune 500 businesses. This shift in primary audience required a new brand identity prompting the need to to update their visual web presence too.

While Pigment had done a lion’s share worth of brand identity work already, three key challenges still remained:

While a new brand had been conceptualized it had yet to be translated for the web, leaving a lot still to be defined.
Given the golden opportunity to reposition itself for a new audience, Pigment planned to revamp all of it’s web copy, including some of its site structure. This work was to happen in parallel with redesigning new page templates leaving the question of how content and design might inform the one another open ended.
Pigment strategically wanted to move away from literal and tedious screenshots to communicate their product’s value prop. This would require a massive asset overhaul, one that needed structure if it were to be a manageable task before launch.

Outcomes

Brand Application and Components Library Overhaul

Using Figma’s Webflow plugin, we built Pigment’s components library to spec for Webflow’s field and class structure.

As we worked with Pigment to layout their updated web content, the application of their newly minted brand took on many iterations.

Product Illustrations Guidelines

We built a suite of abstracted illustrations that communicated Pigment’s core functionality differentiators while also delivering on their beautiful product UI.