Brief

Create the art direction for Zendesk Sunshine, a new CRM platform designed for developers and technical leaders. The work needed to introduce a powerful new product category while inspiring builders to imagine what they could create with a more flexible platform.

Development

Early visual explorations ranged from lifestyle photography to abstract studies of light, but none fully captured what Sunshine represented. To unlock the right direction, we authored a brand-led creative strategy that reframed the problem around the act of building, culminating in a clear creative thesis that became our north star: What could you build?

Final

Guided by this idea, we created an expressive, animation-forward art direction that blended illustration, photography, 3D, and code-driven interactions. The Sunshine experience came to life through an interactive website and an introductory film that felt alive, experimental, and unmistakably different from anything else in the CRM space.