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Copy.ai Workflows: a homepage for a Gen AI platform
A homepage and brand system for Workflows by Copy.ai, a one-click generative AI platform for marketing teams.
The problem
What the work was actually for.
Workflows had a hard thing to explain. It is a one-click generative AI platform where a team builds and deploys a business process that produces value on day one — which is a sentence most visitors will not finish reading.
The homepage had to compress that into something a marketer understands in seconds, and the brand had to stretch across social, ads and collateral without a designer present each time.
Four weeks, and the brand had to outlive the engagement. Workflows needed to produce social posts, advertisements and collateral long after the project ended, which meant the deliverable was not a set of files but a system a marketing team could operate without a designer in the room.
The outcome
What actually changed.
Over 100,000 sign-ups, $2.9M in seed funding, and more than $1.3M in revenue within nine months. The design was one input among many, but the homepage was the first thing every one of those sign-ups saw.
The decisions
Three calls that shaped it.
Show the platform working rather than describe it
A one-click generative AI platform where a team deploys a business process that produces value on day one is a sentence most visitors will not finish. Animation carried what copy could not.
Build the brand for people who are not designers
The system had to stretch across social, ads and collateral without a designer present each time, so it shipped with real examples rather than abstract rules.
Scope features to what could ship to deadline
Four weeks. The definition stage was mostly about deciding what not to build.
What was hard
The numbers below belong to the company, not the design. Over 100,000 sign-ups came from a product, a market and a funding round — the homepage was one input, and the first thing each of those sign-ups saw.
Worth pointing at
A few decisions that held up.
Animation as explanation, not decoration
Every scroll on the homepage reveals another part of what the platform does. For a product whose value is hard to state in a sentence, showing the thing working does more than any headline.
Real examples instead of abstract rules
The design system shipped with finished social posts and advertisements rather than a specification. A team that can see what good looks like will produce it; a team handed a rulebook will not.
A logo built on the idea of connection
Workflows chains business processes together. The mark was drawn around that — simplicity and connectivity — rather than around the category convention for AI products.
The work
What it looked like.
Homepage
The challenge was condensing a genuinely complicated proposition into one screen. Animation carried the weight that copy could not — scrolling reveals what the platform does rather than asserting it.
Design system
Colour, type and a logo built around the simplicity and connectivity the workflows themselves represent — a system meant to be used by people who are not designers.
Brand in use
Real examples rather than abstract rules — social posts, ads, collateral. The point was to leave the team able to produce professional material without a designer in the room.
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