Customer Service Transformation Report

Intercom

Roles
Creative Direction, Strategy

Team:
Scott Smith
Ben Clark
Sam Wood
Kyle Westbrook
M.C. Madrigal
Jenny Makarchik

For this year’s Transformation Report, Intercom’s creative team transformed what had traditionally been a static, gated PDF into an immersive digital campaign. As Intercom shifted from documenting industry trends to helping define the future of AI transformation, we saw an opportunity to create a design system that reflected that evolution—removing barriers to access, encouraging exploration, and allowing the story to unfold in a more dynamic, customer-centered way.

Following weeks of visual exploration, from bold modular structures to expressive geometric systems, we developed a precise linear language inspired by forward motion, connection, and growth. The system was designed for the web, with flexible components that clearly distinguish product, editorial, and campaign content, supported by a color and shape framework tailored to industries such as ecommerce, gaming, and fintech.

The result is a cohesive, modern storytelling experience that makes the report more accessible, engaging, and aligned with Intercom’s evolving vision for AI-first customer service.

The website drew tens of thousands of visits within the first weeks, compared to the hundreds of downloads in previous years. The site was a top contender for ReadyMag site of the year.