Cumulus Labs

Problem

Cumulus had built a technically powerful AI infrastructure platform, but its brand, website, and product experience had evolved independently. The challenge was to create a clear visual and product language that could communicate a complex platform without simplifying the technology behind it.

My Decision

I started by establishing a more focused identity system, then carried that language across the website and into the product itself. The direction combines a restrained monochrome foundation, precise typography, modular layouts, technical diagrams, particle-based imagery, and selective color signals. For the product, the focus shifted from visual consistency to information hierarchy: reducing competing actions, reorganizing navigation, clarifying system states, and making dense operational workflows easier to understand.

What I Built

The engagement expanded across brand, web, marketing, and product. I developed the visual identity and guidelines, redesigned the core website experience, created platform and workflow diagrams, designed the About and editorial system, and established campaign assets. I then extended the system into Cumulus's application through a product UX audit, information architecture, Command Center explorations, core interface patterns, and a scalable direction for the broader product experience.

What Changed

Cumulus now has a more unified design language across every major customer touchpoint. The brand communicates the technical character of the company, the website explains the platform with greater clarity, and the emerging product system creates stronger hierarchy across complex operational workflows. Rather than treating brand, website, and product as separate surfaces, the work established a foundation that can evolve with the company as its platform, customers, and capabilities grow.

Key deliverables

• Brand identity & guidelines
• Visual system & typography
• Website UX/UI & art direction
• Product UX audit & information architecture
• Command Center & product UI
• Product design system
• Platform & workflow diagrams
• Blog & editorial system
• Marketing & campaign assets