2023 Award Winner


Fake data, real collaboration

Edgar Allan | Case Studies | Tonic

Tonic.ai is a super-boutique, super-unique SaaS company that’s best explained via an example: Imagine you’re one of the biggest healthcare systems in the world, and you’re building a revolutionary new digital product. You’d like to have real-world patient data to model, size, and build your project, but that would violate HIPAA laws and create security problems for your client. Tonic deals, fascinatingly, in AI-generated fake data – info that’s robust, accurate, and customizable enough to serve as a proxy for developers building tomorrow’s experiences, but entirely made-up, ensuring the world’s personal details stay safe. We partnered with their internal content and design teams to launch a new brand with a design-to-build Webflow project that culminated in a very real marketing site.

Everyone in the pool; even clients

Tonic came to us with solid ideas about how they wanted their brand to look, feel, and behave. They also came with a template-based Wordpress site that wasn’t doing them any favors as they worked to gain credibility in the high-tech space and grab the attention of senior developers at high-impact brands. We started putting the pieces together for them by starting up a close collaboration.

When we say “everyone in the pool,” we mean clients a lot of the time, too. Our work with Tonic was a great example: Our user experience experts and designers not only took the parts and pieces of the client’s brand and information and organized them into a full-color user experience story to tell on the site, we did it alongside Tonic’s in-house copywriter and designer, then packaged it all up via development in Webflow, where they can now update, iterate on, and further evolve their brand and message over time.

A symbiotic relationship

While brand design evolution and site design was taking place, Tonic was also working on their product’s design. Brands function best in alignment across deliverables, so communication and visual negotiation between the two were urgently necessary. Both teams — tonic’s internal product designers and our digital experience designers — had to create in ways that would play across both systems. Web design needed to hint at future states but not be too prescriptive or limiting. It was a challenge, but one we were up to. The resulting web design ended up both pushing on and pulling from Tonic’s product design to create a cohesive whole that the company can now build upon.

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Elevation achieved

In total, this project was a jam-packed month of fast and furious cross-team collaboration. Functionally, we helped Tonic elevate their brand assets and work through utilizing them on a digital platform – and the results are clean, high-class, high-tech loveliness. But the rest of the story is about successful, process-led collaboration done with precision and speed. We’re proud of it all. Take a look at the final product here.