Liftoff

Illustration of three people talking around a table in a colorful office

Index

2022

Redesign

Liftoff

As Liftoff grew into a full-service mobile app marketing and retargeting platform, it needed a website that reflected its new positioning. Our team at R/GA partnered with Liftoff’s internal teams on an end-to-end redesign of liftoff.io: experience strategy and design, a brand refresh and visual design, development and content migration, and documentation and QA. As creative director, I led the work from the brand audit through launch.

 
The full Liftoff homepage design.
 
 

Audit

Before redesigning the website, we saw that the brand needed to evolve first, to give the site a stronger visual foundation and a more robust look and feel. This audit shows how Liftoff presented itself across touchpoints at the time.

 
 
Brand audit: a collage of Liftoff's earlier marketing materials and web pages.
 
 

Evolving the Liftoff Brand

We quickly found significant inconsistencies, both visually and in tone of voice. Illustration also played a big part in the brand and its messaging, so a unified illustration style would go a long way.

 
 
 
 
Evolving the Liftoff brand: earlier illustrations next to the new illustration style.
Illustration: a bright blue office with a desk, chairs and plants.
 

Bespoke Illustrations

We partnered with Petra Sitaru, an illustrator based in Barcelona, to brainstorm and develop dozens of unique illustrations: characters from diverse backgrounds, a range of cities and landscapes, and bespoke scenes for the most visible product pages.

Line sketches of four illustrated characters with phones and a book.
Line sketches of people working at desks with laptops.
 

Modular System

We also built a modular system that could generate hundreds of new illustrations by combining and layering existing pieces in unique but consistent ways.

 
 
 
Modular illustrations: four characters beside icons for a web page, an idea, money and a target.
 
Illustration: an isometric seaside city with buildings, palm trees and a ferry.
 
Three phones showing Liftoff's mobile pages: the mission, Monetize and ROAS Optimization.
 
 
The full Liftoff product page design.
 
Team

Agency: R/GA
Client: Liftoff
Year: 2022
Project: Website and brand redesign
Creative Director: Andre Felipe Ribeiro
Visual Designers: Ola Pecko, Agustina Acosta, Seamus Deegan
UX Director: Gene Lu
UX Designers: Mark Malazarte, Malike Walker
Developers: Eric Estes, Alexander Kilgore
Illustrations: Petra Sitaru
Producer: Nick Rhodes