Make.com
Power to your workflow
problem
Make had not only out-paced their competition, but outgrown their guidelines and toolkit entirely. The legacy guideline and creative direction from a previous agency was anything but robust. This put pressure on Make’s design team to execute at speed without a sufficient toolkit, contributing to a smorgasbord of comms that felt confusing and disconnected. To give you an idea of the state of play, our creative audit revealed 18 completely unrelated design systems all signalling different stories and sentiments at the same time. There were a lot of moving parts. Some at different speeds, others in opposite directions. Things had become murky—the designers were frustrated and leadership had had enough.
Challenge
Unlocking the MoF
Automation is not difficult, but it’s also not easy. There is a learning curve. Although Make’s platform is now AI-assisted, back in 2023, automation was very new outside of the early-adopter and prosumer markets. A hard-to-ignore percentage of users were churning out or becoming inactive, despite the freemium model. This clear gap between expectations and reality had nothing to do with the product, and everything to do with Make’s visual and verbal comms.
VISUAl
Our top priority was to introduce an explanatory layer geared at educating the user to learn not just about the product, but discover the power of automation technology in general.
How did we unify the story? Colour. A clear idea to that got leadership buy-in and aligned all the team: The closer you get to the power of the product, the brighter the system becomes.
This simple unifying story helped to systematise the creative thinking and heavy lifting of deploying the identity.
ToFu comms remained a masterbrand identity to maintain recognition and awareness. MoFu comms were geared at educating Make’s audience on how to solve common pains with automation. As well as daily tutorials showing simple and easy-to-build scenarios with massive ROI on time. And Bofu comms were whitepapers, community examples, demos and in-the-weed walkthroughs of the product.
“Finding the balance between the literal representation of the product and the best visual language to educate users about the product, while making sure marketing, product and sales were happy was key.”
Said Tristan cofounder of Sprint Dept.
1. Platform Usage
Scenarios run: 4.3B (vs 3.2B in '22)
Growth Rate: 167% YoY
2. User Base
Current Users: 1,890,844 (vs 448,612 in '22)
Growth Rate: 60% YoY (vs 64% in '22)
New Users: Added 1.4M+ in one year
3. App Ecosystem
Total Apps: 2,100+ (vs 1,300+ in '22)
New Apps Added: 300+ (vs 239 in '22)
4. Market Leadership
- Ecommerce: 50,000+ users
- Digital Agencies: 39,000+ users
- SaaS Companies: 34,000+ users
Exceptional User Growth
Growth phase accelerated dramatically in 2023, with a 321% increase in total user base. The absolute user acquisition exceeded all expectations, adding nearly 1.4M users compared to 448K in 2022.
Enhanced Platform Engagement
Platform usage showed similar strength, with scenario runs increasing by 1.1B year-over-year, demonstrating deep platform engagement and value realization.
Demonstrated Customer Value
Platform efficiency demonstrated through real customer outcomes: one client managing 250+ tutors through automation, while another reduced failed payments by 50% and saved 20+ hours weekly on finance work.
Metrics taken from Make’s 2023 annual report
Since we first partnered with Make back in 2023, we’ve collaborated on employer branding, brand awareness campaigns, live events and more recently, their repositioning to real-time AI-assisted orchestration (more on that soon). Make continues to dominate the AI automation space with over 3.1m users 2,100+ integrated apps and 5.6b scenarios run so far (make some noise).
Special thanks to Ondrej Vocilka, senior visual designer at Make and Dan Etheridge, global marketing leader at Make for always trying to find a way to get us in the room.
