Airtable Case Study
- Airtable Creative Team
- Williamson Adams
Airtable is a platform that makes it easy to build powerful, custom applications. These tools can streamline just about any process, workflow, or project—and best of all, you can build them without ever learning to write a single line of code.
Making databases accessible to everyone.
Airtable is arguably one of the most popular and industry-defining organizations in the low- and no-code space. Their platform connects data and workflows across any team, capitalizing on the notion of a database being the single source of truth.
Because at its core is an abstracted database, you can build almost anything with Airtable. With over 300,000 organizations using the product — Netflix, Shopify, and Github for example — it’s clear that Airtable is solving a real market need.
Finding the perfect balance.
The Airtable Creative Team, consisting of brand designers, copywriters, and motion designers, was tasked with finding the appropriate visual system that straddles the line of friendly, approachable, and technically proficient without being too childish or austere.
Creating systems for the future.
As one of the early “Airtablets” — I was, give or take, in the first cohort of 100 employees — there was a clear need for the systems that would enable the Airtable Creative Team to do their best work in a reasonable time frame.
During my time with Airtable, I was focused on setting the team up for a successful future. From spearheading Airtable’s design system and securing the RFP for a Headless CMS integration, to getting the ball rolling on their marketing site visuals, the Airtable Creative and Marketing teams now have a clearer path to getting interactive projects out the door.
Connecting design and development.
Design Systems, when created with designers and developers in mind, are one of the not-so-secret weapons in scaling an enterprise web presence.
Brandkit — Airtable's design system — connects tokens and components across design and development with the hope of creating high-quality experiences with low risk and development requirements. Brandkit is still in its early days, but as it continues to grow, Airtable’s web presence will scale in speed and quality exponentially.
The flexible home for content creators.
Known as “Hubs,” experiences like Content Hubs and Guides rely on complex hierarchies — up to four levels deep — that support the Marketing team’s content creation needs.
Hubs was made possible by a stellar partnership between Airtable’s engineering and creative teams, who built the Contentful instance from the ground up and sourced some of the best illustrators out there.