Client
Picsart
Role
Principal Designer
Work
Design Direction
User Interface
User Experience
Motion Design
Year
2022
Featured
Awwwards
TheFWA
CSSDA
Muz.li
Codrops
Creating an award-winning website for a Unicorn Startup's first campaign
Picsart is a creative tool used by millions of people for editing images and creating content. I joined the company as a Principal Designer bridging the Brand and Product teams, with a mandate to elevate how Picsart presents its capabilities to the world.
My first assignment was tied to an upcoming brand campaign — and it quickly became an opportunity to create something far bigger than a standard landing page.
Challenge
An amazing campaign existed, but there was no digital experience to house the story — or demonstrate how the tool was actually used.
Picsart was launching a beautifully shot campaign called "Unboring Boring", focused on revitalizing real small business in the real town of Boring using Picsart's editing tool.
But there was a problem:
① The campaign existed;
② The ads were produced;
③ But there was no digital experience to house the story — or demonstrate how Picsart was actually used.
Picsart needed a website that could do three things simultaneously:
① Showcase the campaign's cinematic storytelling;
② Demonstrate the editing workflows behind each transformation;
③ Inspire people to explore Picsart's creative capabilities
And this had to happen fast, with initially me as the only designer on the project.
My role
Principal Designer (Brand ⓧ Product)
Responsible for:
Creative Direction
UX Design
Visual Design
Motion Design
Interaction Concepts
Art Direction and Storytelling
Developer oversight
Production and final delivery
Because the brand or product teams didn't own the website, I operated fully autonomously — setting the creative vision and execution strategy.
Strategy
Create an interactive experience, not a landing page.
I proposed building a WebGL website to stand out in a crowded market and position Picsart as a company capable of high-craft digital storytelling.
This required steps beyond my initial scope:
Pitching the concept to leadership;
Justifying the impact of a more immersive approach;
Requesting budget;
Sourcing and hiring an external WebGL engineer.
Leadership approved the direction, and I assembled a micro team of three:
Myself (design+creative), Pedro Venetucci (trusted fellow designer) and Alexandre Isla (freelance developer).
UX Approach
A simple story arc as the experience's structure.
Hero Section: The Campaign
A cinematic introduction showing the three small businesses from Boring and how Picsart helped transform their appearance and identity.
Interactive Replay Gallery
An interactive grid of tiles, each representing an outcome from the campaign. Clicking a tile opened a step-by-step breakdown of how the image was created using Picsart — effectively turning the website into a live tutorial.
UX Goals:
Make the campaign the emotional hook;
Make the gallery the functional proof of product value;
Ensure everything felt playful, polished, energetic and satisfying.
Visual + Motion Design
Pulling inspiration from the campaign's tone: whimsical, cinematic, slightly Wes Anderson-esque.
Visuals and Motion played a critical role — it needed to feel handcrafted and premium to match the quality of the campaign's films. With that in mind, I designed:
Layouts;
Colour system;
Typography;
Microinteractions;
Tile animations;
Scroll and hover behaviours;
Step-through transitions in the replay gallery.
results
Brand Impact
① Picsart's most successful campaign extension.
② Became a flagship example of Picsart's brand elevation.
③ Helped clarify the product's creative power through real examples.
Awards & Recognition
The site won several industry awards for creativity, interactivity, and craft — boosting Picsart's visibility in the design and tech communities.
Business Impact
① Increased awareness of Picsart's editing tool and other tools.
② Provided a clear, engaging entry point for new users.
③ Strengthened the internal case for investing in brand-level digital experiences.
Personal Impact
This project reinforced my ability to:
① Lead concept-to-launch creative work.
② Bridge product and brand imperatives.
③ Build interactive experiences at a high level of craft.
④ Operate autonomously and create alignment across teams.
It remains one of the most expressive and creatively fulfilling pieces in my portfolio.