Insider Playbooks
SaaS
Insider Playbooks
Brand Identity / Website / AI Chatbot / Animation / Web App
September 2025
Insider Playbooks is a SaaS membership platform built for e-commerce marketers who want to learn from the strategies behind the world's top D2C brands. The brief was to build everything from scratch: brand identity, website, a custom AI character, motion design, and the web app itself in Framer.
The challenge was making a content-heavy platform feel sharp and focused rather than overwhelming, while building a brand that could stand out in a crowded marketing tools space.
Problem / Solution
E-commerce marketers have no shortage of information, but finding reliable, actionable strategies from brands that have actually scaled is a different story. The resources that exist tend to be scattered, generic, or outdated. There was a real opportunity to build something that felt more like a trusted insider resource than another newsletter or course.
The brand was built to reflect that: confident, direct, and a little edgy without taking itself too seriously. From there, the website was designed to communicate the value of the platform quickly and convert visitors cleanly. Dexter, the platform's AI marketing advisor, needed his own personality and visual identity to feel like a genuine character rather than a chatbot. Motion and animation were layered in to bring the experience to life. The full web app was then built and shipped in Framer, bringing every piece together into one cohesive product.
Outcome
The end result is a fully realised product built from the ground up. The brand, the character, the website, and the app all feel like they belong to the same world. Insider Playbooks launched with a clear identity, a product that's easy to use, and a visual language that sets it apart from anything else in the space.
