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
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
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
Impact
600%
Website Traffic Surge over three years
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
4x
Lead Generation resulting in 411% Lead Growth
400%
Increase in Social Following over three years
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
With a new website aesthetic established by an external agency, my challenge was to make that vision operational. I audited the incoming design language — color system, typography, illustration style, layout principles — and translated it into a structured internal
With a new website aesthetic established by an external agency, my challenge was to make that vision operational. I audited the incoming design language — color system, typography, illustration style, layout principles — and translated it into a structured internal
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 that any employee or external partner could apply without design oversight. Every decision was made with scalability in mind: the guide needed to work across marketing, sales, product, and events simultaneously.
guide that any employee or external partner could apply without design oversight. Every decision was made with scalability in mind: the guide needed to work across marketing, sales, product, and events simultaneously.
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
Building on the style guide, I redesigned the presentation template system to bring the new brand identity into every internal and external conversation. The goal was to give non-designers a framework that felt on-brand by
Building on the style guide, I redesigned the presentation template system to bring the new brand identity into every internal and external conversation. The goal was to give non-designers a framework that felt on-brand by
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,
default — so the right choice was always the easiest choice. The resulting system was adopted company-wide across marketing, sales, and leadership.
default — so the right choice was always the easiest choice. The resulting system was adopted company-wide across marketing, sales, and leadership.
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.
Extending the Brand: Social & Paid Media
Working from marketing briefs and provided specifications, I was responsible for layout, visual hierarchy, and illustration selection across every format. The challenge was maintaining brand fidelity while
Working from marketing briefs and provided specifications, I was responsible for layout, visual hierarchy, and illustration selection across every format. The challenge was maintaining brand fidelity while
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
adapting to the constraints of each channel — what works at 1920×1080 reads very differently at 300×250. Each execution was designed to feel native to its placement while remaining unmistakably Instabase.
adapting to the constraints of each channel — what works at 1920×1080 reads very differently at 300×250. Each execution was designed to feel native to its placement while remaining unmistakably Instabase.
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
Booth design required translating the brand into three-dimensional space under real-world constraints — vendor specs, tight timelines, and varying event contexts. I worked from briefs, and occasionally helped shape them,
Booth design required translating the brand into three-dimensional space under real-world constraints — vendor specs, tight timelines, and varying event contexts. I worked from briefs, and occasionally helped shape them,
tailoring each layout to the industry vertical and audience. An insurance conference demanded different messaging hierarchy than a banking summit, even when the underlying brand system was identical.
tailoring each layout to the industry vertical and audience. An insurance conference demanded different messaging hierarchy than a banking summit, even when the underlying brand system was identical.
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 (Appy) was in my team when we developed a PLG motion at IB from scratch to accommodate a new product and needed to rapidly build SEO, AB iteration, and social media from scratch. Appy helped with all of that from a design perspective and eventually ended up leading initiatives such as a brand design guide that helped scale and accelerate all our initiatives. She is smart, comes with a perspective, and is highly reliable. I recommend her for any action oriented fast moving team. Appy gets it done and will in parallel think with you on how to set things up for scale. Apart from that she is a pleasure to work with on a daily basis - and stays calm even in those turbulent startup environments!
Aprajita (Appy) was in my team when we developed a PLG motion at IB from scratch to accommodate a new product and needed to rapidly build SEO, AB iteration, and social media from scratch. Appy helped with all of that from a design perspective and eventually ended up leading initiatives such as a brand design guide that helped scale and accelerate all our initiatives. She is smart, comes with a perspective, and is highly reliable. I recommend her for any action oriented fast moving team. Appy gets it done and will in parallel think with you on how to set things up for scale. Apart from that she is a pleasure to work with on a daily basis - and stays calm even in those turbulent startup environments!
Aprajita (Appy) was in my team when we developed a PLG motion at IB from scratch to accommodate a new product and needed to rapidly build SEO, AB iteration, and social media from scratch. Appy helped with all of that from a design perspective and eventually ended up leading initiatives such as a brand design guide that helped scale and accelerate all our initiatives. She is smart, comes with a perspective, and is highly reliable. I recommend her for any action oriented fast moving team. Appy gets it done and will in parallel think with you on how to set things up for scale. Apart from that she is a pleasure to work with on a daily basis - and stays calm even in those turbulent startup environments!
Director of Vertical, Product & Growth Marketing
Director of Vertical, Product &
Growth Marketing