Scowtt
AI that finds a company's best leads and books the meeting.
I designed its colors, its original website and its product, and explored its first logo directions, growing from design intern to Head of Design.
- Role
- Design intern, then Head of Design, then contractor
- Team
- A startup of about 15
- Timeline
- About a year, through the $12M Series A
- What I made
- Logo directions, color palette, original website, product UI
How do you explain a product nobody can see?
Scowtt works in the background. It reads a company's lead data, scores every lead and follows up with prospects on the company's behalf. "AI SDR" was a brand-new term, and a sales leader had to understand it, and trust it, in one scroll.
The work happens inside a CRM and an inbox, not on a screen anyone watches.
AI SDR was a new category, so the name alone explained nothing.
A business is letting software talk to its future customers.
An early product with an early pitch. The design had to hold up as the story changed.
Explain it in the order it works.
Every lead takes the same path: first it's qualified, then an AI agent follows up. I built the whole story around those two steps and carried them through the brand, the website and the product.
01New lead
Arrives from a form, an ad or the CRM.
02Qualification
Removes fake leads and scores the rest.
03Sales development
An AI agent follows up and moves the lead forward.
04Result
A meeting, a lead to nurture, or one less fake.
Built for this case study with made-up names. Steps 02 and 03 are the two rows on the original homepage.
Building the brand first.
Before the website, the brand needed a starting point: ways to draw the name, a set of colors, and a way of talking.
Logo directions
My sketches, taken digital. The final logo was later made by a design team.
The colors I made
Warm, quiet neutrals, with one taupe saved for the action that matters.
Where each color lives
Select a color above to see where it shows up across the original site.
Contrast, checked
Each text pairing against the accessibility guideline: 4.5 to 1 for normal text, 3 to 1 for large text.
| Pairing | Ratio |
|---|
Two pairings fall short for small text: white on taupe, and white on slate taupe by a hair. The rebuild keeps both colors, sets button labels in black, and keeps small white text on the darker warm grey.
The voice
A message ladder from the mission down to the button.
- Mission
Our mission is to improve lead conversions.
- Headline
AI SDR that drives outcomes.
- Proof
AI for qualification. AI for sales development.
- Action
Get started
- Say the outcome firstLead with what the buyer gets, then the technology.
- One idea per sentenceShort lines a busy reader can scan.
- Talk to the buyerNot about the model.
A homepage that answers four questions, in order.
The original site took a busy sales leader from "what is this?" to "let's talk" without making them work for it.
- What is it?Five words over the lattice: AI SDR that drives outcomes.
- How does it work?Two rows in the order the product works: qualification, then sales development.
- Why trust it?The mission names the problem before any product is shown.
- What next?One taupe button, Get started, and a short sign-up form.
Rebuilt from my original screens with my colors and copy. The name is set in plain type where the site used the company logo.
Curved dividers
Sections meet on a soft curve instead of a hard line, which keeps the eye moving down the page.
The lattice
A slow-moving texture behind the hero. Calm enough to sit behind a headline, with a pause button for anyone who wants it still.
One button, every state
Designed alongside the colors, so the one action stays recognizable however someone reaches it.
From wireframes to a working app.
The founders set what the app had to do. I designed how it works: where things live, what each screen asks of you, and how a team manages the agents talking to its leads.
What I kept
What changed
Try it
A working version of the app with a demo workspace, in my colors. Take the tour or explore; the phone version shares the same data.
Where it landed.
What I handed over, what happened next, and what I'd do differently now.
What I handed over
- Brand research and logo directionsThe attributes the brand had to carry, and four directions to build from.
- The color paletteEight colors with clear jobs, from the page itself to the one action color.
- The original websiteBuilt around clarity, conversion and trust for B2B buyers.
- A UI system and app screensA Figma framework for the web and mobile app, refined with product and engineering.
What happened next
- The Series AScowtt raised a $12M Series A in December 2025. I was its designer through that stretch.
- A design team took it furtherAs the company grew, a design team made the current logo and website.
What I'd do differently
- Check contrast on every pairingWhite on my taupe button measures 3.3 to 1, under the 4.5 to 1 guideline. A black label keeps the color and fixes it.
- Design with real content soonerMy wireframes used grey bars where words would go, which made reviews abstract.
- Show the reason behind every scoreThe first version had no place to see why a lead was ranked. The rebuild adds that.