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Qualtrics
Qualtrics
Qualtrics
Identity
Art Direction
Motion
Coding
Identity
Art Direction
Motion
Coding
Role: Graphic Design
Client: Qualtrics
Team: Jordan Taylor, Rachel Herman, Ed Sarge, John Woodward, Gianluca Ciancaglini, Federica Trenti, David Obadare, Alan Rojas at LANDOR
Role: Graphic Design
Client: Qualtrics
Team: Jordan Taylor, Rachel Herman, Ed Sarge, John Woodward, Gianluca Ciancaglini, Federica Trenti, David Obadare, Alan Rojas at LANDOR
Every company says it listens. Qualtrics actually built the science to prove it. But as the experience management category matured, the brand needed more than credibility. It needed pull.
The work set out to define a new design foundation rooted in Emotional Magnetism. Not the cold logic of a system, but the warmth of feeling genuinely understood. A force that draws customers and employees closer, not by chance, but by design. The visual language was built to express that pull across three distinct modes, from the quiet confidence of being unseen but guided, to the dynamic charge of affinity made visible.
Every company says it listens. Qualtrics actually built the science to prove it. But as the experience management category matured, the brand needed more than credibility. It needed pull.
The work set out to define a new design foundation rooted in Emotional Magnetism. Not the cold logic of a system, but the warmth of feeling genuinely understood. A force that draws customers and employees closer, not by chance, but by design. The visual language was built to express that pull across three distinct modes, from the quiet confidence of being unseen but guided, to the dynamic charge of affinity made visible.
Every company says it listens. Qualtrics actually built the science to prove it. But as the experience management category matured, the brand needed more than credibility. It needed pull.
The work set out to define a new design foundation rooted in Emotional Magnetism. Not the cold logic of a system, but the warmth of feeling genuinely understood. A force that draws customers and employees closer, not by chance, but by design. The visual language was built to express that pull across three distinct modes, from the quiet confidence of being unseen but guided, to the dynamic charge of affinity made visible.
BEFORE
BEFORE
AFTER
AFTER
A generative pattern system became central to the identity, flexible enough to function as static texture, motion, or layered narrative depending on context. Rather than producing these assets through time-intensive manual work, I built three generative tools in p5.js that allowed the team to create and iterate on pattern variations with live stroke output, turning what would have been days of work into something immediate and explorable.
To ensure the system could actually travel, I took on a significant role in building the interactive Figma-based brand guidelines, setting up the structure, layout, and variable logic so that teams could navigate and apply the identity with confidence.
A generative pattern system became central to the identity, flexible enough to function as static texture, motion, or layered narrative depending on context. Rather than producing these assets through time-intensive manual work, I built three generative tools in p5.js that allowed the team to create and iterate on pattern variations with live stroke output, turning what would have been days of work into something immediate and explorable.
To ensure the system could actually travel, I took on a significant role in building the interactive Figma-based brand guidelines, setting up the structure, layout, and variable logic so that teams could navigate and apply the identity with confidence.
A generative pattern system became central to the identity, flexible enough to function as static texture, motion, or layered narrative depending on context. Rather than producing these assets through time-intensive manual work, I built three generative tools in p5.js that allowed the team to create and iterate on pattern variations with live stroke output, turning what would have been days of work into something immediate and explorable.
To ensure the system could actually travel, I took on a significant role in building the interactive Figma-based brand guidelines, setting up the structure, layout, and variable logic so that teams could navigate and apply the identity with confidence.
