Gartner Digital Markets isn’t just a business unit within Gartner, Inc.—it’s a team driven by purpose.
We set out to help businesses grow by connecting them with the right technology and services. More than just marketplaces, brands like Capterra, GetApp, and Software Advice serve as trusted partners—guiding users through every stage of their software discovery journey.
We set out to help businesses grow by connecting them with the right technology and services. More than just marketplaces, brands like Capterra, GetApp, and Software Advice serve as trusted partners—guiding users through every stage of their software discovery journey.
When I joined, Capterra was already the flagship among the three buyer brands. With a solid logo and deep market research in place, I focused on building a unified visual identity across the portfolio—one that was simple, consistent, and above all, ridiculously helpful. It wasn’t just about branding—it was about telling a story that made our users feel supported in their search for the right solutions.
Like with the other buyer brands, I partnered closely with my Creative Director, Ladon Roeder, to build a visual language that honored what made Capterra unique—especially its bold, colorful logo. Using insights from our audience research to guide creative direction, I collaborated with Gustavo Bouyrie to define a clear typographic system, establish a consistent photo treatment, and develop a graphic style that echoed the angular forms of the logomark. We also built a versatile illustration system to bring blogs and infographics to life in a way that felt fresh and cohesive.
Illustration Systems
When we set out to develop the illustration and graphic system, I felt strongly that it needed to be something any designer on the team could pick up easily—keeping production nimble regardless of skill level. At the same time, it had to be flexible enough to support content across more than 950 software categories. We landed on a flat design approach that gave Capterra a distinct look compared to the other brands. From there, we layered in geometric shapes, bold colors, and a sense of energy that brought the system to life and tied the visual identity together.
Ad Systems
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.