Elevating the brand experience at Sinch through content

Crafting Digital Solutions for a Global Audience

As a Designer at Sinch, a leading global customer communications platform, I've been instrumental in shaping the visual language and user experience of various brands within the Sinch family.

Design for Content and Lifecycle

As the Design for Content & Lifecycle team, we coordinate the creation of visuals for strategic content channels, most importantly our blog and social media.

Our blog is a strong driver of demand and many times the first touchpoint prospective customers have with our brand while our social media channels are an important tool for strengthening our relationship with said customers.

We also are responsible for creating some long term long-form projects, which are reports or other documents that are longer than 3 pages. We are proud of making good quality content that keeps our brand relevant and helps reaffirm our thought leadership on the CPaaS space.

As a small team of two, we collaborate closely with designers from various teams, including Brand, Digital, and Product. We also manage a network of freelancers to ensure efficient and timely delivery of our projects.

Chances are, if you've seen a captivating graphic on Sinch's social media or blog, our team was behind it!

Special Project - Generative AI Cookbook

When tasked with creating visuals for a blog post titled ‘Generative AI Cookbook’, we embraced a creative challenge. By interpreting the concept literally, we transformed the content into a visually engaging recipe book. Ironically, we did not use Gen AI for this one.

Some experiments for the cover. We used the Paris Olympics 2024 Pictograms as inspiration.

Handset Component Project

Sinch’s products and solutions often require visual representations of messaging app UIs. For this, the brand guidelines had defined what it calls ‘handsets' from the beginning, stylized mockups of smartphones.

After I joined, I realized we were often having more specific needs for Handsets, like needing them to be identifiable as a certain messaging app (say WhatsApp or SMS) while keeping our branding.

Once I started diving into the Handsets we had, I realized we didn't have a component that used Figma's best and newest tools, it was basically just a file that had to be manually adjusted for each use, which added a lot of friction and inconsistency on the handset creation process.

I saw great opportunity for improvement and took the initiative to create something that would make generating handsets easier and quicker for all the designers at Sinch. The idea was that since chat mockups are technically UI, this component should be built kind of like UI projects are in Figma, and that's what the tool excels at.

The team’s positive response to my proposal was incredibly motivating. The project, now led by the Digital team, has been further developed to include support for non-messaging screens. It’s inspiring to see how a small idea can evolve into a valuable tool for the entire design team.

Beyond individual design projects, I actively participated in team-wide initiatives to improve our design processes. I collaborated with colleagues to reorganize our Figma library, conduct workshops on effective workflows, and create reusable design templates. It was rewarding to contribute to a more efficient and enjoyable design environment for the entire team.

Long-form Content

We create comprehensive, multi-page reports and documents, such as the The State of Email Deliverability Report 2025 for Mailgun, one of Sinch's sub brands. This project was particularly unique as it marked our first ungated long-form content, accessible to all readers without requiring personal information.

Since this report would be available in our blog, we knew its chapters would live as individual pages and coexist with previous blog posts. So I developed a distinctive visual identity that could set all of its content apart from regular Mailgun content. The challenge was to balance a fresh, engaging look with the established Mailgun brand, especially considering its recent integration with Sinch.

Hero Images for the Chapters

YouTube Thumbnail for a video that's part of the report

Crafting a Comprehensive Report

I contributed to both the web and PDF versions of the report. I designed six captivating hero images, aligning with the project's unique visual identity. For the PDF version, I meticulously crafted charts in Figma and designed the entire 70-page layout in InDesign. Additionally, I created supporting materials such as videos, thumbnails, and ads to enhance the overall impact of the report.

Sinch's Diverse Portfolio of Brands

Sinch has experienced significant growth through strategic acquisitions of startups worldwide. I joined the company in Munich, initially working at Sinch Engage. Following a reorganization, I transitioned to the Content and Lifecycle team, responsible for overseeing the visual identity and content strategy for multiple brands, including Mailgun, Mailjet, and SimpleTexting.

Mailjet

Ads for a french event

The first three slides of a LinkedIn carousel in the theme of the TV Show "The Bear"

The first three slides of another LinkedIn carousel

SimpleTexting

Special Events

Email Camp 2024

One of the most exciting projects I worked on was the Email Camp 2024. Themed after pro wrestling, this event provided a unique opportunity to create fun and energetic visuals. Collaborating with our talented designer, Kim Kirby, we developed a range of supporting materials that captured the essence of the event.

Presentation Slides that we designed for the event

Thank you for reading!

As Sinch continues to evolve and innovate, I'm excited to see where the future of this brand will take us.