Nightshift Brand System and Digital Assets
Role
Design Lead / Art Direction Lead
Industry
B2B Tech / SaaS
Client
Nightshift / Sylow
The Problem
In a market crowded with AI platforms, C-suite executives had grown skeptical of tools that promised productivity but required new ways of working for teams. Nightshift needed to signal a fundamentally different approach—one that blended quietly into existing workflows rather than interrupting them.
The Insight
The strongest innovation doesn’t disrupt—it integrates. Instead of forcing teams to adapt to new systems, Nightshift adapts to how people already work, operating quietly in the background. That invisible integration became the differentiator, reframing impact as something felt through ease and trust.
The Approach
The brand workshop identified two aesthetic directions—dark and rich versus light and airy. Rather than choosing one, I recognized both as true to Nightshift and used dusk and dawn—moments where light and dark coexist—as the core metaphor for a product that operates quietly in the background while driving meaningful change.
I translated this idea into a visual system built around light in transition. The landing page features a radiating gradient that shifts with the user’s system clock—Morning, Day, Afternoon, and Evening—creating a calm, ambient experience that reinforces Nightshift’s integrated approach.
The Outcomes
The landing page concept resonated immediately with the client and stakeholders, with particular enthusiasm around the time-shifting header. That response led to requests to extend the visual system into social templates, a mobile version of the landing page, and early exploration of interface design for the platform itself.
Tools
