Razzle Dazzle Studio - Project Alteryx

Project Breakdown

Overview

Client

Services

✦ Creative direction
✦ Branding
✦ Motion Graphics
✦ Illustration

About Client

Alteryx provides the leading Analytics Cloud Platform Tools for Data Science.
More than 8,000 customers globally rely on Alteryx to deliver high-impact business outcomes and more than 320,000 global Alteryx users gather every day on the Alteryx Community to solve problems together.

Concept

Defining Visual Direction

We started by deeply understanding Alteryx's brand, platform, and target data science users through extensive research including hands-on testing of their products, competitor analysis, and interviews with data professionals.

The next step was exploring a wide variety of visual styles and iconography approaches where we rapidly sketched early icon concepts to communicate potential visual directions with Alteryx's team.

Through an iterative design process with feedback sessions, we refined the icon style into a minimalist, data-inspired aesthetic.

PREPARE

Sky Blue

C-67 M-24 Y-0 K-0

RGB: R-10 G-168 B-255

HEX: #00A8FF

COLLABORATE

Jade Glade

C-85 M-0 Y-65 K-0

RGB: R-0 G-192 B-139

HEX: #00CC8B

ORGANIZE

Mango Tango

C-0 M-45 Y-84 K-0

R-255 G-153 B-24

HEX: #FF9618

INNOVATE

Hot Tamale

C-0 M-86 Y-89 K-0

R-255 G-71 B-19

HEX: #FF4713

INSIGHT

Ultraviolet

C-0 M-79 Y-0 K-0

R-255 G-82 B-185

HEX: #FF52B9

Deep Sea

C-100 M-78 Y-0 K-54

R-0 G-38 B-62

HEX: #00263E

Highland Mint

C-93 M-63 Y-59 K-61

R-0 G-44 B-51

HEX: #002C33

Umber

C-64 M-77 Y-65 K-77

R-38 G-26 B-26

HEX: #28161A

Mahogany

C-42 M-84 Y-84 K-65

R-76 G-23 B-10

HEX: #4C170A

Ripe Grapes

C-91 M-98 Y-0 K-45

R-60 G-25 B-88

HEX: #221944

Final Design System

Analytics Cloud Ecosystem

The final system comprises 15 unique yet cohesive product icons, unified by the new branding style. We organized the icons into 5 color-coded categories based on core tasks and applications, forming a visual representation of the expansive Analytics Cloud Platform..

✦ Fun Fact

The iconic "Run" button was the inspiration for the Alteryx Designer icon. By incorporating a triangular "play" symbol, it evoked the action of executing workflow analysis. This intuitive design resonated strongly with data scientists who were already Alteryx platform users, making the icon highly recognizable.

Animations

Visual Language in motion

To extend the system into motion, we created animated reveals and looping animations for each icon using Lottie. The lightweight animations integrated seamlessly into Alteryx's UI frameworks.

Subtle Details

The presence of dots indicates a cloud-based product, while the absence of dots signifies a desktop application. This subtle design touch communicates the product type at a glance.

Illustrations

“Drawing” Users In

To enrich Alteryx's product interfaces, we crafted a suite of friendly brand illustrations for onboarding flows and key product screens.

Using a consistent, minimalist vector art style, these illustrations communicate complex workflows visually with minimal supporting copy needed. Integrating illustrations provided an engaging self-guided user experience.

Client Voice

The impact was immediate — propelling us to the top of the Report's Top 100 Software Companies of 2023.

This recognition underscores how impactful design can elevate market presence and enhance user experience.

— Alteryx Design Team

We want to give a massive shout out to the incredible team at Alteryx who worked side by side with us to shape their products brand vision.

Direction: Jason Provencher / Jessica O'Brien / Predrag Markovic
Design & Illustration: Predrag Markovic
Motion Graphics: Janko Pjesivac / Steve Parker

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