Overview

I redesigned Lily AI’s marketing website and created custom illustrations to help reposition the brand from a fashion-forward, pastel-led aesthetic into a more mature, enterprise-ready AI platform for large retail brands.

The Challenge

Lily AI’s existing visual identity leaned heavily toward a younger, female, fashion-centric audience. As the product evolved into a general AI marketing tool for big-box retailers, the website needed to communicate broader credibility while still respecting existing brand equity.

The Solution

I evolved the brand’s visual system rather than replacing it:

• Shifted the palette toward deeper red gradients to introduce confidence and authority
• Repositioned pastel colours as supporting elements
• Designed custom spot illustrations for page headers to maintain approachability
• Created an isometric explanatory illustration to visually clarify Lily AI’s AI structure

Special emphasis was placed on the homepage hero to clearly communicate Lily AI’s core value: adding keywords to products based on how customers naturally search, not product names or SKUs.

Outcome

The redesigned site presents Lily AI as a clearer, more enterprise-focused AI platform while maintaining brand familiarity. The updated visual language improves first-touch understanding, supports complex product messaging, and positions Lily AI for larger retail audiences.