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Spiral
Services & Technologies
Deliverables
task
Developing brand identity, communication materials, motion videos and a Webflow landing page, as well as web and marketing design support after launch . Fast rollout with first cycle delivered in 4 weeks.
year
About the project
the challenge
The pain points were familiar for a startup at this stage. The product was evolving faster than its marketing could keep up. The company needed a complete brand system, ad creatives, and a high-converting product page, but the team had limited design capacity. The challenge was to communicate a complex AI product clearly while establishing a distinctive brand identity and a strong market position.
The goal was a brand system the team could use on its own: a logo, a palette, a typographic system and graphic rules that could easily be applied to create consistent yet unique content, plus a webflow website build that presented the product clearly and turned visitors into sign-ups.
the results
After the redesign and launch, average time on site went up by 300%, and sign-up conversion increased by 180%.
The new brand system makes it easier to create marketing materials in-house, with ready-to-use templates and a consistent visual style.
A custom Figma plugin speeds up branded gradient creation, while motion assets make complex product features easier to understand and give marketing content more life across channels.
About the client
Spiral is a startup founded in 2025 and headquartered in Dover, Delaware, USA, with a team of 10+ people. It connects research, creative production and performance insight in one workspace.
Its brand rests on four values: Intelligence, Progress, Creativity and Performance. Its communication principles are Clarity, Energy and Intelligence. Clarity means messages focus on practical value and real use cases. Energy means the voice moves forward and encourages experimentation. Intelligence means claims are grounded in data and product capabilities, not hype.
10+
USA
01 / how the work started & evolved
Startup Pack & Subscription
Spiral started with our Startup Pack, a fixed-scope package that brings brand identity and a landing page together for startups getting ready for their next stage of growth. With a limited budget and a tight timeline, Spiral needed to get to market quickly without compromising on quality. Working directly with the founder kept decisions moving and feedback simple.
In less than a month, our team of 5 people took the project from logo refinement and brand guidelines to a product-focused website, fully designed and built. The Startup Pack gave Spiral everything it needed to launch with a clear brand and a website ready to convert visitors.
As the product grew, our collaboration evolved into an ongoing Design & Tech Subscription, giving Spiral flexible access to design support for product animations, marketing assets and new website pages whenever the team needed more.
Team involved
Alex
Alex
Valentina
Valentina
Artem
Artem
Julia
Julia
02 / Design concept
creative energy
We needed toommunicate a technically advanced platform in a way that felt intuitive and approachable. The brand is defined by clarity, energy and intelligence, and it deliberately avoids two extremes: the cold, overly technical tone common in B2B software, and a playful tone that would undermine trust with performance marketers. The result is a visual identity that balances credibility with personality.
The palette is built on restraint. Black and white do most of the work, giving the brand a calm, precise base that lets the color stand out. The accents come from warm and cool energy: orange is the heart of the brand, used sparingly so it always feels intentional. Light blue brings a sense of openness and air, and yellow adds the glow that makes the gradients feel alive.
03 / Brand system
Typography
The typography speaks with one confident voice. ABC Favorit carries the brand from a billboard-sized headline to a small label inside the product, and it feels equally at home in both. Tight, bold headlines give Spiral its sense of certainty, while the body text stays calm so people can read a complex product without effort. A monospaced companion appears in the smaller details, adding a hint of technical precision that suits a platform built for growth teams. Across ads, the website and the product, the same voice repeats, so the brand reads as one thing wherever people meet it.
Gradients and graphic techniques
The gradient is the signature of the identity. The primary version glows from white through yellow into orange and is reserved for the moments that matter most, like a key call to action or a highlight in the interface. The secondary version opens with a cool wash of light blue and lives in social posts and campaigns, where compositions can be bolder. Both let the team generate fresh ads without starting from zero and use a custom tool to streamline the process.
04 / Webflow Website
Website development
The marketing website was designed and built in Webflow with a strong focus on speed, clarity and conversion. From the start we knew the site would keep growing alongside the product, so we built a system around it. Using AI and the Webflow MCP, we created a working setup that knows the site’s architecture and visual style, so new pages can be designed and built faster without losing consistency.
The interactive hero section pulls real reels from the product’s own database. Visitors can type a query to load new ones, so the first screen shows what the product does before anyone signs up. It took a long time to get right, and it became the strongest entry point on the site.
05 / Motion & SMM
Motion and social media
Motion follows the same rules as the rest of the system. Movement is intentional, and gradient and glow carry the energy. We produced reels for social media and advertising, along with event covers and a pitch decks.
We also delivered social media banners, so the team can produce new ads on the same grid. The client still makes some assets in-house. But we collaborate on complex work such as campaign videos and visual systems, passing on templates and rules that let the team work independently in between.
A Partnership That Keeps Growing
We’re happy to have earned 5-star feedback from Spiral, but what means even more is that they’ve kept coming back. For us, that’s the best sign of a great collaboration — and credit goes to the Spiral team, for building a great product and a partnership that continue to grow.
Sasha Goncharov
Overall, the experience was very smooth.
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