Hey
BTW
Category
Brand
Product
Communication
Pitch Design
Role
Product Designer
Brand Designer
UX UI Designer
The product was invisible. My job was to make people feel it before they could see it.
Work
Brand Strategy
Design direction
Landing Page
Visual Design
Tools
HeyBTW is a B2B event coordination platform for co-marketing teams at enterprise companies. It solves a specific problem, when companies go to big conferences to close deals, they have no reliable way to track who's attending, why they matter, whether a conversation converted, and what the ROI actually was.
HeyBTW puts all of that into one workspace and exports it directly to their CRM.
The challenge: it's a product that solves a real problem most people haven't thought to name yet. That's a design problem before it's a product problem.
THE BEGINING
The connection came through MetricWorks. The founder of HeyBTW was part of the MetricWorks team, we met at an event in Las Vegas and he told me he was building something new.
After seeing the work I was doing on the MetricWorks platform, he called me after the event and that's where it started.
The initial scope was three deliverables: brand identity, landing page, and pitch deck for a pre-seed raise.
The first question I asked wasn't about colors or fonts. It was: who is actually going to use this?
Event coordinators at large companies are creative professionals.
They use Slack, Miro, Notion. Their daily tools feel alive and open, not corporate, not rigid.
A typical B2B SaaS brand would have killed this product before anyone tried it. The brand had to feel like it belonged in their stack.
THE PROCESS
The brand insight drove the visual direction entirely. The primary palette was navy and blue, professional enough for enterprise procurement, grounded enough to be taken seriously.
But the open color strategy added pastels, yellow, green, pink, applied contextually throughout the product and marketing.
Not random. Purposeful. The kind of color system that says "we understand creative people" without saying it out loud.
The harder challenge was the landing page.
HeyBTW is a category-defining product, which means visitors arrive with no mental model for what it does.
You can't assume they'll read three paragraphs to find out.
The solution was infographics. Visual sequences that walked through the problem before introducing the product.
Conference → attendee tracking gap → lost deals → HeyBTW closes the loop.
Each infographic was a design decision.
It was also here that I was introduced to design systems properly for the first time.
The CTO showed me Shadcn and semantic color mapping, tokens, variables, the full architecture.
This was the project where I stopped thinking about design as screens and started thinking about it as systems.
THE WORK
Three deliverables. Each one solving a different communication problem.
Brand Identity
An open color system built for creative professionals inside enterprise companies.
Navy and blue as the foundation.
Pastels as the expression layer. A visual language that feels like it belongs next to Slack and Miro, not next to Salesforce.
Interact With Manual
Cover
Landing Page
HeyBTW sits in the middle, both teams bring their prospect lists in, track everything during the event, and each company exports clean data back to their own CRM when it's over.
The CFO gets the ROI number. The spreadsheet disappears.
The design challenge was making that workflow feel obvious in a single scroll.
The rest of the page followed that logic:
Pain point → How it works → 4 core features → 20+ capabilities → Before and after → Who it's for → Testimonials → Demo video → Book a demo
Interact With Landing
Hero
Interact With Landing Page
Hero
Visit https://heybtw.com/
Component Updates
Keeping the brand consistent across the product meant updating components to match the new visual language.
This was my first real exposure to design tokens and semantic color mapping through Shadcn, the project where I learned that a real design system isn't a style guide, it's an architecture.
WHAT SHIPPED
After a couple weeks of works this was the final delivery
Brand identity
Logo, open color system with primary navy/blue plus contextual pastel palette, typography, brand guidelines
What I'd Do Differently
Validate the product before you brand it.
I designed a brand that creative professionals would love before anyone confirmed creative professionals would pay for the product. Brand work this early is a bet. It paid off visually, but the right sequence is validate the use case, then build the identity around what you learned. Brand can't save a product that hasn't found its user yet.
The infographic was the product insight.
The best thing I made on this project wasn't the logo or the color system. It was the visual that explained the problem in four steps. That clarity should have fed back into the product UX itself, if you can explain a problem that simply, you can design a solution that simply too. I didn't make that connection until after delivery.
Learn the system before you inherit it.
This was the project where I discovered design tokens and semantic color mapping. I was learning while building which meant some decisions I made early didn't hold up to the system logic I understood by the end. I now build the token architecture before I touch a single screen, HeyBTW is where I learn that.
"HeyBTW taught me that the hardest design problem isn't making something look right. It's making someone feel a problem they didn't know they had"
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