2026
Brand Evolution for a Leading Agentic AI Revenue Platform
Led the brand evolution at Outreach, rooted in research, strategy, and meaningful storytelling. The new visual identity reflects Outreach's values and positioning as a leading agentic AI platform.
TIMELINE
January 2026 - May 2026
ROLE
Lead Brand Designer
This is f*cking awesome!
– Justin Gutwein, Senior Video Content Marketing Manager, Outreach
About Outreach & Challenges
Outreach is the leading agentic AI platform for revenue teams, with rapidly growing AI agentic products and groundbreaking integrations with industry leaders such as Anthropic and GitHub.
Despite its growth and ambitions, Outreach's visual identity did not reflect the company's values and products. The visuals were flat, monotone, and lacked energy, personality, and most of all, story.
Upon joining the Outreach team, I dove deep into discovering Outreach's values, personality, products, brand positioning, and history.
Discovery & Research
BRAND AUDIT & ANANLYSIS
I began by evaluating the existing branding and assessing how Outreach's visual identity was being presented across touchpoints. I identified key design problems and opportunities for improvement.
COMPETITIVE RESEARCH
As the only agentic AI platform for revenue teams today, Outreach required a visual identity that clearly differentiated it from how other AI companies present their brand and technology.
I conducted comprehensive competitive research to analyze how other AI and design-conscious companies were presenting their brands, what visual cues were commonly associated with AI, and how others were solving similar challenges.
Concept Development & Strategy
BRAND ATTRIBUTE ANALYSIS
With research findings and data in hand, I dove deep into exploring key brand attributes. I also conducted informal interviews with leadership to hear their perspectives on Outreach's values and positioning and how they envisioned Outreach standing apart from competitors.
For example, Outreach's leaders believe that people trust people more than they trust brands. This human-first value led to a set of visual cues — imperfection, fluidity, organic form, and a sense of dynamic evolution.
VISUAL STRATEGY
Understanding these brand keywords, I developed a clear visual strategy direction.
Outreach should not feel sleek, braggadocious, flashy, or artificial. It should feel human, energetic, emotionally intelligent, tranquil, mature, and inspiring.
To achieve this, the visual identity would consists some kind of:
Soft gradients Slightly imperfect, organic moments
- Rounded UI elements and shapes
- No flashy AI tropes — no glowing, ethereal, or artificial imagery
- Clear visual hierarchy
- Bright colors used sparingly to introduce positive energy
- Subtle micro-interactions
Exploration
These data, learnings and strategy provided clear direction to move into free, spontaneous sketching and visual exploration.
Design Narrative
The pillar designs (illustrations) are more than just pretty art, they illustrate the nature of our brand – human, crafted, energetic, passionate, innovative, and uniquely us.
– Chris Fisher, Creative Director, Outreach
Applications
Our brand evolution was driven by Song—period.
Her talent, thoughtfulness, and collaborative spirit together with her fresh look at the current brand allowed her to fully bring her perspective to life.
– Chris Fisher, Creative Director, Outreach
Result & Impact
LOVED BY EXECUTIVE LEADERSHIP
The new brand evolution and visual language was highly praised and loved by the executive leadership and cross-functional teams.
CROSS-FUNCTIONAL TEAM INFLUENCE
The initiative extended well beyond the Creative team, influencing the Product team to integrate the new visual language into Outreach's products, inspiring Research Operations to incorporate my research and development methodology, and elevating Marketing and Product Marketing contents with the refreshed branding.
CREDITS
Chris Fisher, Creative & Brand Director
Ali Anderson, Principle Graphic Designer
Becky Frost, Corporate Marketing Senior Director
Holly Simmons, CMO