Case Study: CTRL achieves a smarter, simpler CRM experience with Design by Structure

CTRL builds a self-serve CRM brand with Design by Structure in 2 weeks

Design by Structure was hired by CTRL, a tech company developing a unified CRM platform, to address a key challenge. The product was still in development, and the client needed a way to conceptually illustrate how it worked without using real screenshots. Their goal was to build a brand that encouraged self-serve, product-led growth and generated a list of early-adopter sign-ups ahead of launch.

The solution implemented by Design by Structure was a comprehensive visual and verbal branding system. This included the proposition "There's a smarter way to know," the tagline "Be in Ctrl," a user-benefit led tone of voice, and a friendly visual identity using pastel colors and a guiding key-shaped character. The resulting dynamic website provided an accessible, self-serve experience that effectively communicated the platform's intuitive nature, successfully preparing for its product-led launch.

CTRL