Blog Art System
In 2024, traffic from Help Scout's led to 10.5% of all revenue for the business. To keep up with the pace of publishing without compromising on brand expression, a systematized approach was needed for blog post artwork.
collaborators
Natalie Cowan
toolkit creation
At the foundation of this system is a gridded composition with geometric shapes, layered with treated imagery and textural elements like noise, type and gradients.
scalable and built for impact
From simply cropping a treated image in a geometric shape, to more involved, gridded layouts, we built out a scalable approach that empowers designers to quickly produce artwork when needed, while also leaving room for the team to create unique artwork that amplifies the content for high-impact posts.

To improve the design team's efficiency, we built out a library of templates for designers to use as a starting point, as well as a collection of components for frequently used visual elements like gradients, noise textures, and geometric shapes.

Read about the branding process

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exploring visual directions
After our initial discovery session where we identified the core brand attributes, I created three stylescapes to capture the distinct directions the client had expressed interest in pursuing in their initial Pinterest board. The client said that the “Earthy Elegance” direction felt the safest and most like her, but she was most drawn to brands with the “Zero Wasted Energy” aesthetic. So, we melded the two in a direction called “Minimal Waste, Maximal Comfort.”
minimal waste, maximal comfort
We determined that the face of the brand—the logo and the touchpoints that a potential customer might engage with first—would lean more towards the minimal, refined look of the “Earthy Elegance” stylescape and the more bold, playful aesthetic would be expressed in packaging and merchandise. 

And
Washington State Parks