Work / Canto

Designing the DAM.

Client: Canto
Website: canto.com
Tag: Contract · Personal
The client ask: Help Canto launch Flight, its new self-service digital asset management product, with a web experience and supporting brand and marketing materials that made the product easy to understand.
Summary: Canto was launching Flight, a new self-service DAM product, and needed a visual story that could travel with it. I designed the product marketing experience, redesigned the Canto logo still in use today, and worked with the California and Berlin marketing teams to carry the brand through everything from web pages and swag to a major European conference.
My role: Independent designer and creative partner
Team: Canto marketing teams in California and Berlin
Key challenge: Introduce a new self-service product clearly while creating a cohesive visual experience across digital marketing, brand, and a large physical event.
Major shift: What began as product launch design expanded into a much broader expression of the Canto brand across digital and physical experiences.
Capabilities: Brand identity · Web design · Product marketing · Art direction · Event design · Marketing collateral

Canto was preparing to launch Flight, a new self-service digital asset management product.

A new product needed a story people could understand.

Digital asset management can get technical very quickly. My job was to help turn all of those features into something people could understand: what Flight did, why it was useful, and why someone should care.

I designed web pages around the new product, creating a visual and content experience that helped introduce its features without making people work to understand them.

And then there was the Canto brand itself.

As part of the work, I redesigned the Canto logo.

The new identity gave us a stronger foundation for everything that followed, and that logo is still in use by Canto today.

From there, the work expanded into the supporting pieces of the launch: marketing assets, swag, brochures, signage, and all the little details that make a brand feel like one connected experience rather than a collection of things with the same logo on them.

Then the work got much bigger. Literally.

For Canto’s conference in Europe, the brand moved from the browser into the physical world.

I designed 12-foot-tall banners that hung from the conference center, along with the event signage, brochures, and supporting materials throughout the space.

Suddenly I was thinking about the same brand at completely different scales: how something worked on a web page, how it looked in someone’s hand, and how it felt towering above people inside a conference hall.

California. Berlin. And a lot of creative energy.

One of my favorite parts of the project was the collaboration itself.

I worked closely with Canto’s marketing teams in California and Berlin, with ideas moving back and forth across teams and time zones as we built out the launch.

Every detail of the conference became part of the design problem, and the process was exhilarating. It was the kind of project where brand, product, marketing, digital design, and physical experience stopped feeling like separate disciplines.

They were all telling the same story.