The campaign aimed to capture the essence of Ana, Alteryx's customer persona, to resonate with professionals passionate about data and analytics. Ana represents a proactive problem-solver who empowers others, stays on top of tech trends, and continuously seeks innovative solutions. As the lead visual designer, I illustrated Ana and created accompanying visual assets to communicate her story and values within the campaign.

We explored three distinct styles—cartoony, realistic, and a blend of both—before selecting a hybrid approach that captured Ana’s personality and versatility. This style was carefully crafted to align with Alteryx’s brand identity, ensuring a balance of approachability and professionalism.

For the campaign’s visual identity, I designed a badge-style logo with a textured vector brush that gave it an "official" stamp-like feel. This design resonated with the campaign's target audience—Analytics Champions—by emphasizing authority and expertise. I also developed a set of icons representing the campaign's five core principles, using the same brush style to create visual consistency while differentiating them from the primary brand elements.

To maintain cohesion across various assets, I integrated a cohesive design system that tied together the campaign logo, icons, and Ana’s illustration. The use of consistent visual elements, such as the textured brush, ensured that the campaign visuals felt unified, even when applied across diverse mediums like social media, video ads, and landing pages.

Working alongside the art director and Alteryx's design team, we adapted the campaign’s visual identity for a variety of touchpoints. From social media content and video ads to landing pages and promotional materials, I ensured the campaign assets remained consistent and impactful across all digital and print platforms.

Throughout the project, I prioritized user-centered design principles, making sure the visuals aligned with Ana's persona and the campaign’s message. In collaboration with the creative team, we iterated on designs based on feedback to ensure they effectively resonated with Alteryx’s target audience, enhancing both brand recognition and user engagement.