Instabase

Architecting the brand system

Architecting the brand system

Building the operational brand system that powered Instabase’s shift to Product-Led Growth.

Client

Instabase

Project Timeline

2023-2025

Industry

Software/Technology (Enterprise SaaS)

Scope of work

Brand Architecture & Systems

Product-Led Marketing

Cross-Functional Enablement

Systems at Scale: From Style Guide to Global Deployment

I've been the design backbone of Instabase's brand since 2021 — evolving it through three major website redesigns and a full PLG transformation. What started as product icons and illustrations grew into a company-wide visual ecosystem spanning marketing, sales, product, and events.

Challenge

In 2024, Instabase needed to transition from a dense, "traditional enterprise" look to a modern, accessible AI brand. While an external agency provided the initial website aesthetic, there was no internal system to scale that look across website, marketing, sales, and product touchpoints.

Solution

To ensure the new PLG identity could live beyond the website, I translated the agency’s vision into a comprehensive internal ecosystem. I built the tools and frameworks that allowed our global teams to move fast without breaking the brand.

Impact

600%

Website Traffic Surge over three years

600%

Website Traffic Surge over three years

4x

Lead Generation resulting in 411% Lead Growth

4x

Lead Generation resulting in 411% Lead Growth

400%

Increase in Social Following over three years

400%

Increase in Social Following over three years

The Source of Truth: Building Instabase’s Marketing Style Guide

As Instabase shifted to a Product-Led Growth model, the company adopted a new visual direction — but lacked the internal structure to scale it. Before templates could proliferate, the brand needed governance.

I developed the company’s first comprehensive style

As Instabase shifted to a Product-Led Growth model, the company adopted a new visual direction — but lacked the internal structure to scale it. Before templates could proliferate, the brand needed governance.

I developed the company’s first comprehensive style

As Instabase shifted to a Product-Led Growth model, the company adopted a new visual direction — but lacked the internal structure to scale it. Before templates could proliferate, the brand needed governance.

I developed the company’s first comprehensive

guide, establishing foundational standards across typography, color, layout, illustration, and motion. It became the single source of truth that enabled every team and external partner to execute consistently at scale.

guide, establishing foundational standards across typography, color, layout, illustration, and motion. It became the single source of truth that enabled every team and external partner to execute consistently at scale.

style guide, establishing foundational standards across typography, color, layout, illustration, and motion. It became the single source of truth that enabled every team and external partner to execute consistently at scale.

Scaling Storytelling: Building The Instabase Presentation System

As Instabase's visual identity evolved, internal communications had to evolve with it. I redesigned the presentation system to mirror the new website aesthetic

As Instabase's visual identity evolved, internal communications had to evolve with it. I redesigned the presentation system to mirror the new website aesthetic

As Instabase's visual identity evolved, internal communications had to evolve with it. I redesigned the presentation system to mirror the new website aesthetic — equipping marketing,

— equipping marketing, sales, and leadership with a unified framework that scaled effortlessly and maintained brand integrity without design oversight.

— equipping marketing, sales, and leadership with a unified framework that scaled effortlessly and maintained brand integrity without design oversight.

sales, and leadership with a unified framework that scaled effortlessly and maintained brand integrity without design oversight.

I've documented this project in detail as a separate case study.

I've documented this project in detail as a separate case study.

View Case Study →

View Case Study →

View Case Study →

Extending the Brand: Social & Paid Media

With the new brand identity established, I extended it across digital advertising channels — developing LinkedIn banners, carousel posts, and paid campaigns. Each format required translating the visual system across

With the new brand identity established, I extended it across digital advertising channels — developing LinkedIn banners, carousel posts, and paid campaigns. Each format required translating the visual system across

With the new brand identity established, I extended it across digital advertising channels — developing LinkedIn banners, carousel posts, and paid campaigns. Each format required translating

varied specifications and performance contexts, while preserving clarity, hierarchy, and brand consistency at scale.

varied specifications and performance contexts, while preserving clarity, hierarchy, and brand consistency at scale.

the visual system across varied specifications and performance contexts, while preserving clarity, hierarchy, and brand consistency at scale.

Visualizing Complexity: Product Architecture & System Diagrams

Explaining an AI platform to enterprise buyers requires more than good copy — it demands visuals that make the invisible feel tangible. Working closely with marketing, product and design teams, I translated complex technical

Explaining an AI platform to enterprise buyers requires more than good copy — it demands visuals that make the invisible feel tangible. Working closely with marketing, product and design teams, I translated complex technical

concepts into a library of product illustrations and system architecture diagrams deployed across the website, sales decks, and internal documentation.

concepts into a library of product illustrations and system architecture diagrams deployed across the website, sales decks, and internal documentation.

Translating the Brand to Physical Spaces

From backdrop graphics to podiums and rollup banners, I designed Instabase's physical brand presence end-to-end — conceiving the layout, messaging hierarchy, and visual design for 30+ events. Each booth was tailored to

From backdrop graphics to podiums and rollup banners, I designed Instabase's physical brand presence end-to-end — conceiving the layout, messaging hierarchy, and visual design for 30+ events. Each booth was tailored to

the event context while staying anchored to the current brand identity, ensuring Instabase showed up consistently whether at an intimate industry gathering or a large-scale conference.

the event context while staying anchored to the current brand identity, ensuring Instabase showed up consistently whether at an intimate industry gathering or a large-scale conference.

Structured Communication: Ebooks, Whitepapers & Sales Collateral

Enterprise buyers don’t convert on aesthetics alone — they need content that is clear, credible, and actionable. I developed a suite of long-form sales and marketing assets — including ebooks, whitepapers, one-pagers, and industry-specific brochures — establishing

Enterprise buyers don’t convert on aesthetics alone — they need content that is clear, credible, and actionable. I developed a suite of long-form sales and marketing assets — including ebooks, whitepapers, one-pagers, and industry-specific brochures — establishing

consistent layout systems and typographic frameworks that flexed across formats while maintaining visual coherence. Each piece was production-ready, digitally accessible, and aligned with the brand’s evolving identity.

consistent layout systems and typographic frameworks that flexed across formats while maintaining visual coherence. Each piece was production-ready, digitally accessible, and aligned with the brand’s evolving identity.

Testimonial

"Aprajita is a formidable combination of a true artist and a commercially driven professional. I've worked with her on several high-priority presentation decks at Instabase, and she’s been amazing to collaborate with. She has a great eye for design, understands content quickly, and knows how to distill the most important message in a visually impactful way. Always happy to help and go above and beyond — Aprajita consistently delivers polished, on-brand slides, often under tight turnarounds. It’s been such a smooth experience working with her."

Aditi Subbarao

Global Financial Services Lead, Instabase

Slide Preview

Presentation design for Instabase (select slides recreated for confidentiality).