Ground Signal offers a complete AI-powered On-Premise sales & market intelligence service and product aimed at all three tiers of the beverage-alcohol industry. After joining as Design Director to build a disruptive yet industry-native brand, product and service experience, we worked towards creating a holistic design program that feels immersive, is scalable, and communicates the promise of Ground Signal’s innovative technology.
Drawing from the concept of “Ground Truth” – information known to be real or true by direct observation and measurement as opposed to inference – the design system makes heavy use of precision and contrast with typography and color. The system is brought to life with a “signal” layer of vibrant and distinctive colorways, engaging imagery and a bespoke library of over 400 icons and 350 images. Paired with bold layouts and elegant typefaces, we created a graphic language that feels simultaneously familiar and futuristic.
The beverage-alcohol industry is a highly regulated space, with three tiers of control across suppliers, distributers, and retailers before a product even reaches a consumer. The Ground Signal app was developed to illuminate all the blind spots created by this system, and highlight the one crucial piece often missed in the equation – the consumer.
To address these complex and highly contextual business cases, we built a comprehensive design system – comprising over 3,000 components ranging from simple buttons to complex data visualizations – to make “aha” moments more intuitive, while also accelerating product design and development.
To build a truly robust and scalable brand, we developed a design system that flexes across the Ground Signal website, app and all client deliverable and marketing material. The end result is a product that is far and away the leader in its space, plus a distinctive “Powered by Ground Signal” insights delivery design that is not only highly trusted, but actively sought after and represented by global multi-billion dollar companies.
