Liuyeow/Yao Liu
Nao Lötscher
Kimberly Kläy

Nao Lötscher


As the lead product designer for AVA.X, a Swiss-made AI detection product, my primary responsibility is to ensure that all design and marketing materials are in perfect alignment with the product's identity. Given the need for a re-branding, my objective is to develop an innovative solution that not only revitalizes the product but also generates more leads and attracts a larger customer base through the landing page.

Click on the image below to view the website

Project Objectives

1. Increased Lead Generation: The new landing page design should be optimized to generate a higher number of leads, encouraging visitors to take action and engage with the AVA.X platform.

2. Enhanced Visual Appeal: The re-branding effort should focus on creating an innovative and visually captivating design that will differentiate AVA.X from competitors and make a strong first impression on potential customers.

3. Clear Communication: The new design should effectively communicate the unique value proposition and key features of AVA.X, ensuring that visitors understand the benefits and advantages of the platform.

4. Mobile Responsiveness: Ensure the re-designed landing page is fully responsive and optimized for various devices and screen sizes, providing a consistent and engaging experience across desktop, tablet, and mobile platforms.

5. Consistent Branding: The re-branding should establish a cohesive and recognizable brand identity for AVA.X across all touchpoints, including the landing page, logo, color palette, typography, and imagery.

Discovery & Research process

What's AVA.X?

To establish the product identity of AVA.X, we initiated the research and discovery phase. This crucial phase encompassed several key activities, including competitor analysis, moodboard collections, brainstorming sessions, hand-drawn and digital drafts, and weekly team alignment meetings.

Research & Explore

During the Research and Explore phase of the AVA.X re-branding and re-design process, By conducting a thorough analysis of competitors, we gained valuable insights into the market landscape. Curating moodboard collections helped us explore diverse visual styles, while brainstorming sessions fueled innovative ideas and discussions. Hand-drawn and digital drafts allowed us to refine design concepts, and weekly team alignment meetings ensured effective collaboration and decision-making. These activities formed the foundation for shaping AVA.X's distinct product identity.

Brand Identity & Style guide

How can we develop a compelling brand identity and comprehensive style guide that embodies the innovative spirit of AVA.X?

During the Brand Identity & Style Guide development phase, our focus is on creating a cohesive and captivating brand identity that represents the innovative power of AVA.X. We begin by defining the general concept and conducting thorough market research, followed by the creation of design elements such as a memorable logo, a well-defined color palette, and typography choices that reflect the brand's personality.

Design Guidelines

During the Design Guidelines development phase, our focus is to create a comprehensive set of directives that define AVA.X's cohesive and captivating brand identity. This phase encompasses the development of a visually appealing logo, carefully curated color palette, suitable typography selection, and sound design elements that align with the brand's innovative vision, etc. By formulating these guidelines, we aim to showcase the essence of AVA.X, ensuring consistent implementation across all marketing materials and fostering an engaging experience that resonates with our target audience and attracts a broader customer base.

Click on the image to see the details of the design guide


To further elevate the brand's identity, we harnessed the power of AI generators to create the unique and distinctive "AVA font," together with the icon set, which harmoniously complements the overall visual style. Through a combination of human creativity and AI-driven precision, we succeeded in developing a captivating brand identity that showcases AVA.X as a trailblazer in the AI industry, ready to captivate and engage a broader audience.

Click on the image to see the icons we generated with AI on the landing page and explore the AVA language by clicking on the AVA button in the header navigation.


How can we effectively communicate the value proposition of ava.x products, engage visitors, and drive conversions?

During the design process, a crucial component is the creation of a product video to effectively communicate the value proposition of AVA.X. The communication phase focuses on developing a compelling and informative video that engages visitors and encourages them to explore the product further.

Product Videos

By following a structured approach, from collaborative planning to integration with the landing page, the aim is to effectively communicate AVA.X's value proposition, engage the audience, and drive conversions. Through careful script development, visually consistenet design, and sound elements, the product video enhances the overall user experience and reinforces AVA.X's position as a cutting-edge solution in the AI industry.

View AVA.X landing page
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