Atlassian System of Work

Step one in bringing this landing page to life was evaluating the overall narrative, its organization and length. In order to evaluate, I organized all of the initial page content into a low fidelity page layout, and then proposed several reductions in section organization and copy length.

In the second design you can see compromises made to revise the initial proposal, with room to edit down to keep the page length as short as possible. We agreed to reduce the copy length of the content, although in this draft, the hero area was still very large contributing to page length.

Driven by a fast approaching deadline (Team ’25), I developed ideas for a visual system that would immediately show up on this landing page, but would also need to systemically scale across surfaces in the near future. With potential executions for the web, large stage screens, environmental installations, and videos in mind, I created three potential directions to present to the executive creative director and head of brand.

I was both surprised and delighted that the dark horse direction, at least in my mind, was chosen for development and implementation on the page. The visual direction has since successfully scaled across multiple surfaces, exactly as anticipated.