Domotz

*Domotz branding and design

Domotz is a network monitoring platform that grew fast but scaled without a design system to hold it together. I was brought on as Senior Designer to build one from the ground up, unifying internal and external brand presence, then using that foundation to redesign the website and simplify the core product experience.

The Brief

Bring cohesion to a brand that had none. Fonts, colors, and creative output varied by team and by post, and a growing reliance on unpolished AI-generated content was eroding trust with the audience. Build a system that scales.

The Team

A senior writer and a junior designer, reporting directly into leadership, later partnering with Domotz's principal UX/UI designer for the app redesign.

My Role

Senior Designer and de facto creative lead. I set the design strategy and workflow, built the brand system from scratch, directed a junior designer through a full creative audit, designed the go-forward social and marketing system, then led website strategy and copy direction alongside a senior writer before partnering with the principal UX/UI designer to simplify the core product experience.

Tools Used

  • Figma

  • Adobe Illustrator

  • Envato Elements

  • Miro

  • Jira

Building the Foundation

Before we could fix the brand, we had to find it. I directed a full audit of hundreds of GB of existing assets across Microsoft storage and Figma, cataloging what existed so we knew what we were actually working with.

Audit

Rather than another 20-page brand deck no one would open, I designed a lightweight internal style guide employees could reference in seconds. The faster people can find the right font or color, the less inconsistency reaches the audience, and the less room there is for the audience to get confused and look elsewhere.

Systems Thinking

I built out comprehensive brand guidelines to govern the visual language across every touchpoint, internal and external, giving the company a single source of truth for the first time.

Brand Architecture

With the audit complete, I directed the junior designer in consolidating everything into an organized, accessible creative library, turning years of scattered files into a working system.

Creative Library

Campaigns & Web

With the foundation set, I designed a full template system in Figma and Illustrator for infographics, paid ads, LinkedIn banners, webinar covers, and thumbnails, giving every channel, LinkedIn, Reddit, Instagram, and Facebook, a consistent visual identity for the first time.

Campaign Design

I partnered with our senior writer to reposition the website around a single idea: network visibility shouldn't be a privilege. That thinking directly shaped the launch of Domotz Free, positioned as accessible tooling for everyone, with the paid tier framed as depth for MSPs, IT managers, and engineers.

Messaging Strategy

I designed five directions in Figma against the new copy, then led the refinement of the selected concept through to final execution.

Website Design

The finished site's clarity and simplicity resonated immediately with leadership, turning a brand and marketing project into a case for rethinking the product itself.

Stakeholder Buy-In

Scaling the System

The response to the new site expanded our mandate to the app. I partnered with the principal UX/UI designer to identify what users needed most and consistently, using the same clarity-first thinking that shaped the website.

Product Strategy

We restructured the experience around a simplified homepage, surfacing the most-used tools immediately on login instead of burying them inside heavily engineered pages.

Simplification

This phase required close coordination between design, writing, and UX/UI, translating brand-level thinking into product-level decisions without losing the voice we'd built.

Impact

What started as a brand cleanup grew into a company-wide design mandate, from internal systems to marketing to the core product, because the same strategic thinking scaled across every layer of the business.

Cross-Functional Collaboration

"Griffin was an amazing addition to the team. He was able to translate our somewhat boring, heavily engineered product into something easy to understand for the masses."

- Neha Sharma, VP of Marketing, Domotz