The Downstream team, just out of the TechStars incubator program and into their Series-A funding round, needed to elevate their brand and web presence to compete in the crowded field of Amazon Advertising. Their web-based SaaS product uses state-of-the-art machine learning to help consumer brands run high-volume campaigns with ease. After an overhaul of the brand's visual design system, a simplified personality was created in regards to website copy. A custom set of illustrations and animations were designed to show Downstream's core value propositions while staying evergreen as the product evolves. Content was then married to a design system in order to develop a rich and flexible website that could grow with little to no technical support.