![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/a2d6a435-69e7-4c19-bd2a-12bac05045c7_rw_1200.gif?h=d3fdfbcaac7f32670401b2465effdda8)
Gartner Digital Markets isn't just a business unit within Gartner, Inc. – it's a passionate team on a mission. Our goal was to personally empower organizations to supercharge growth by guiding them toward the perfect technology and services. Think of the brands as more than just a marketplace; Capterra, GetApp, and Software Advice are your dedicated partners, forming an intimate network that's your go-to global source for discovering and evaluating software and services.
When I joined the team, Capterra stood out as the flagship among the three buyer brands. Armed with an established logo and thorough market research, I dove into creating a unified visual identity, rooted in simplicity, consistency and an aspiration to be ridiculously helpful to our users. It wasn't just about building a brand; it was about weaving a story that resonated with our audience that needed help finding the right software.
When I joined the team, Capterra stood out as the flagship among the three buyer brands. Armed with an established logo and thorough market research, I dove into creating a unified visual identity, rooted in simplicity, consistency and an aspiration to be ridiculously helpful to our users. It wasn't just about building a brand; it was about weaving a story that resonated with our audience that needed help finding the right software.
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/fe4a160b-ed82-43f4-ad71-52b2150071a6_rw_1920.jpg?h=90b9fd9531943c1748d1415fd3e160f4)
Like with the other buyer brands, I worked closely with my Creative Director Ladon Roeder and established a visual vocabulary built from the elements of the brand that were unchangeable: particularly, the distinct and colorful Capterra logo. Continuing to expand from the data we codified in our audience profile which helped guide us on what direction we should lean into, I worked with Gustavo Bouyrie to build a typographic profile, a photo treatment that we could apply consistently, a graphic expression that naturally complimented the angles found in the logogram, and a robust illustration system intended to represent content across blogs and infographics.
Illustration Systems
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/132d56d3-1e8f-4126-8b86-6fe002281bc9_rw_1920.png?h=49c4dd823c17be107a3dcb4a066a4ed4)
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/16bbedc8-7548-44b3-becd-a0f8c3ab02f1_rw_1920.jpg?h=0e11ffef2cbceaaef25b7db3a6bf270e)
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/c0927e1f-7cec-4cee-b99e-a20bd471783a_rw_600.gif?h=58c93d9846403e9f35bdeaef5757bc4f)
When delving into the world of illustration and graphic systems, I felt a strong conviction that our team needed a style that every designer could effortlessly embrace to ensure that production remained agile against any skill set; yet, it had to be versatile enough to elegantly showcase content spanning over 950 categories. Opting for a flatter design approach became our guiding principle, providing a distinct visual identity set apart from the other two brands. Our creative journey was enriched by the infusion of small but impactful elements like geometric shapes, bold colors, and a vibrant energy, weaving a tapestry that resonates throughout our entire visual identity.
Ad Systems
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/c3df142d-bfc9-4b97-b52c-3d28613e4332_rw_1200.png?h=9ff8ec30b5d5183dd4502ce792d810e6)
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/4e6dcb47-ec26-4829-914b-bd76af951cf4_rw_600.png?h=1a5c62383432a99f483fa3a435f8fec5)
![](https://cdn.myportfolio.com/cbe0abe3-66bc-4770-82f8-be34346e2feb/cb2df56d-2327-4ea7-bff9-4966a33c31a3_rw_600.png?h=62c5dc4fe20811c5a35f53104500edaf)
Video
Video Production/VO: Jared Schaubert; Animation: Gustavo Bouyrie; Art Direction: Garvin G. Grullon
YouTube Ad featuring the illustration and animation style of the brand.