Grammarly
ABOUT
Grammarly has been utilizing artificial intelligence for more than 12 years to develop a tool that helps users improve their communication skills. As generative AI technology gains popularity and becomes widely adopted across different software platforms, Grammarly has taken steps to stay ahead of the curve. The team has recently revamped the existing user interface and added new features to make GenAI more accessible and integrated into daily life.
challenges
Working on a product feature while repositioning a brand is a delicate dance. I worked alongside our great creatives to create a brand system that helped scale a new look across over 100 projects for our campaign. As the tool developed, I got to work alongside Instrument, creating storyboards for our demo videos and product example flows for our direct response and social videos.
Roles
Creative Direction, Storyboarding, Visual Design
Design Team: Elena Godina, Kim Vu, Kyle Knobel, Matt Ebling, Carlos Salazar
Production: Lauren Hirata, Leif Huron
Copywriting: Julie Yue, Moon Kwan
Agency Partner: Instrument
Demo Videos
Working with Instrument and our in-house motion designers, we created demo videos to introduce our product and educate customers on using GenAI in Grammarly.
Go to market campaign
The team worked on over 100 projects with the design system set, activating marketing channels for several months. The system continued to evolve as we focused on professionals and B2B customers.
