Alteryx
Clarity and cohesion for a category-leading analytics platform
Client:
Alteryx
Year:
2025
Type:
Art Direction
,
Branding
,
Motion
Accelerating every step of analytics through clarity, motion, and system-driven design.
Overview
I partnered with Alteryx as Lead Designer at HUSL Digital to evolve their digital presence across web, product marketing, and brand systems. My work spanned art direction, UX/UI, branding, animation, and marketing design, with a focus on simplifying complex analytics workflows into clear, engaging experiences. I led the creation of a scalable design foundation, including 100+ website components built in Figma, alongside a library of motion assets and visual systems that could extend across campaigns, product surfaces, and marketing channels.
Challenge
Alteryx offers powerful capabilities, but the breadth and complexity of the platform made it difficult to communicate value quickly and clearly. Their ecosystem spanned multiple products, audiences, and use cases, which led to fragmented messaging and inconsistent visual execution. The challenge was to unify the experience, reduce cognitive load, and help users immediately understand how Alteryx accelerates every step of the analytics process, while also creating a system flexible enough to support ongoing campaigns and product launches.
Solution
I developed a modular, component-driven design system that brought consistency and flexibility to the website and marketing ecosystem. This included 20+ custom icon animations and 6+ product animations that translated complex ideas into intuitive, digestible moments. I led the visual direction and branding for Alteryx Copilot, their AI-powered prompting feature, establishing a distinct yet cohesive identity within the broader brand. The work extended into paid social, where I developed three distinct LinkedIn campaign directions using both static and animated assets designed to capture attention and drive engagement. Together, these efforts elevated the brand, clarified the product story, and created a more seamless, scalable user experience across digital touchpoints.
Credits
Art Direction, Brand, UX/UI
:
Brandon Swonger
