Commerce · 2023
Catalyst
Visual design for a developer-facing product, where credibility is earned by being clear rather than by being loud.
Designing for developers means most of the usual marketing moves work against you. The audience is fluent, skeptical, and looking for specifics they can evaluate in about a minute.
I worked on the visual design for Catalyst’s public surfaces — the product site, how technical content is presented, and the launch assets around it — keeping it recognizably part of the portfolio while sounding like it was made by people who write code.
Scope
- WebProduct site and templates
- BrandLook within the portfolio
- DocsVisual language for technical content
- CampaignLaunch and community assets
The audience
Developers can tell when you're selling.
The design leans on clarity — code that's actually legible, plain language, and hierarchy that respects someone scanning for whether this solves their problem.
In the family
Its own thing, obviously related.
Catalyst needed to read as part of the portfolio without wearing the marketing brand's clothes. Shared structure and type; a cooler, more technical register on the surface.
The surfaces
Site, docs and everything between.
Marketing pages, technical content and community assets were designed as one continuous experience, because in practice a developer moves between them within a single session.
Gallery
Next project
BigCommerce becomes Commerce
Carrying a well-known brand into a broader one — across web, campaign, event and product marketing, without losing the equity already built.