Make - Redesigned.
Make is built to automate work, but its real value is giving people their time back. I developed a campaign concept focused on the human outcome of automation, shifting the message from productivity to regained presence.
Instead of showing dashboards or workflows, the campaign shows something simpler: the moment someone stops working and returns to themselves.
Campaign strategy
• Defined a concept centered on emotional outcome rather than product functionality
• Positioned automation as a tool for reclaiming time, not increasing output
• Focused messaging on presence, quiet, and disconnection from work
• Designed the campaign to feel observational rather than promotional
Visual direction
• Introduced a complementary green to break Make’s existing purple gradient pattern
• Used color intentionally to interrupt scroll behavior and signal a different kind of message
• Shifted away from high-intensity visual treatments toward quieter, more grounded imagery
• Created contrast between Make’s existing visual language and the campaign tone
Concept development
• Developed scenarios centered on commuting as a moment of regained personal time
• Focused on familiar, relatable situations rather than abstract productivity benefits
• Built the campaign around emotional recognition rather than feature explanation
• Ensured the concept could scale across social, digital, and outdoor placements
Outcome
• Created a campaign direction that reframes automation around human benefit
• Differentiated the message from typical productivity-focused marketing
• Expanded the visual language while maintaining alignment with Make’s identity
• Positioned Make as a tool that gives people their time back, not just efficiency
