HashiCorp needed a new visual system for the Infrastructure Cloud—one capable of expressing complex ideas through clear, atmospheric, and scalable illustrations. The system had to support product storytelling across multiple touchpoints, from static visuals to motion.
Transitioning to a New Visual System
We redesigned the hero using a new visual language built around light, depth, and spatial composition—strengthening the brand presence and creating a clearer, more immersive entry point for the platform.
The Six Value Propositions
The system was designed around six strategic value propositions. These themes guided the structure, composition, and motion of the illustration system
Concept Sketches
Early explorations defining structure and composition.
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Depth & Geometry
Refining spatial relationships and illustration logic.
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Color & Light Development
Introducing gradients, glow, and tone to establish the final style.
We defined the illustration language through iterative exploration—establishing geometry, depth, light, and motion behavior before moving into final production.
Designing for Motion
Each illustration was built with motion in mind. We developed lightweight animation rigs to bring clarity, depth, and energy to the final assets.
Final Illustration System
Eight fully-realized visuals—each one designed, refined, and animated to communicate a specific value proposition across the Infrastructure Cloud.
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