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Flow

CEO in Residence, Tiny · 2019 to 2022

I was CEO of Flow from 2019 to 2022, while CEO in Residence at Tiny. I led design, product and engineering with a team of 15, and did all of the design work myself. Over 18 months we redesigned, rebuilt and relaunched Flow, and more than 80% of existing customers adopted the new Flow in its first week.

Team
15
Week one
80%+ adoption
Customer teams
300,000+
Countries
140+
Flow task list in a dark navy sidebar layout with a task detail panel open on the right showing notes, files and comments
Project · 18 months

Redesigned, rebuilt and relaunched in 18 months

I led the redesign of Flow after Andrew Wilkinson and Chris Sparling asked me to take it on. Over 18 months we redesigned every screen and rethought the app's structure and feature set.

More than 80% of existing customers adopted the new Flow in its first week. After years of declining growth, Flow grew again.

Read the full case study
Flow My Tasks view grouped by day, with assignee, due date, priority and project columns
Flow My Tasks list with the Filter menu open, listing Status, Assignee, Due Date, Priority and Projects options
Flow task list with a right-click context menu and a Status submenu offering To Do, In Progress, Done, Blocked and Cancelled
Flow team page for Shift Leads showing projects with status labels, a Templates section and a member list on the right
Flow direct message conversation with a grid of shared photographer portfolio images and chat replies
Flow Catch Up inbox of activity and mentions, with a task detail panel open beside it
Project

A stencil typeface grown from Flow's wordmark

I led the design of Summit, a custom stencil typeface for Flow, as part of a brand refresh. It grew out of Flow's wordmark, which had a soft, abstracted stencil treatment.

We extended that treatment into a full typeface and made it Flow's display face across all marketing and brand work.

Read the full case study
CollaboratorsJeremy Mickel
Summit stencil typeface uppercase alphabet A through Z in white on black
Summit stencil typeface numerals 0 through 9 in white on black
Summit stencil typeface specimen in black on white showing the full alphabet and numerals
Summit stencil typeface in black on white setting a pangram, pack my box with five dozen liquor jugs please
Body of work

Line icons for the new Flow

We designed a family of line icons for the new Flow, and the context menus they live in.

See all icon designRead the full case study
CollaboratorsLouie Mantia
Set of line icons for Flow including home, bookmark, flag, document, lightbulb, pin, link and camera
Second set of Flow line icons including cloud, person, at sign, paperclip, search, lock, command key and shield
Two Flow task context menus side by side, the second with the Status submenu expanded
Flow line icons for a text document, zip archive, table and image file
Organization

One team of 15 across design, product and engineering

I led the Flow team across design, product and engineering, and did all of the design work myself.

Size
Team of 15

Flow

CEO in Residence, Tiny · 2019 to 2022

I was CEO of Flow from 2019 to 2022, while CEO in Residence at Tiny. I led design, product and engineering with a team of 15, and did all of the design work myself. Over 18 months we redesigned, rebuilt and relaunched Flow, and more than 80% of existing customers adopted the new Flow in its first week.

Team
15
Week one
80%+ adoption
Customer teams
300,000+
Countries
140+
Flow task list in a dark navy sidebar layout with a task detail panel open on the right showing notes, files and comments
Project · 18 months

Redesigned, rebuilt and relaunched in 18 months

I led the redesign of Flow after Andrew Wilkinson and Chris Sparling asked me to take it on. Over 18 months we redesigned every screen and rethought the app's structure and feature set.

More than 80% of existing customers adopted the new Flow in its first week. After years of declining growth, Flow grew again.

Read the full case study
Flow My Tasks view grouped by day, with assignee, due date, priority and project columns
Flow My Tasks list with the Filter menu open, listing Status, Assignee, Due Date, Priority and Projects options
Flow task list with a right-click context menu and a Status submenu offering To Do, In Progress, Done, Blocked and Cancelled
Flow team page for Shift Leads showing projects with status labels, a Templates section and a member list on the right
Flow direct message conversation with a grid of shared photographer portfolio images and chat replies
Flow Catch Up inbox of activity and mentions, with a task detail panel open beside it
Project

A stencil typeface grown from Flow's wordmark

I led the design of Summit, a custom stencil typeface for Flow, as part of a brand refresh. It grew out of Flow's wordmark, which had a soft, abstracted stencil treatment.

We extended that treatment into a full typeface and made it Flow's display face across all marketing and brand work.

Read the full case study
CollaboratorsJeremy Mickel
Summit stencil typeface uppercase alphabet A through Z in white on black
Summit stencil typeface numerals 0 through 9 in white on black
Summit stencil typeface specimen in black on white showing the full alphabet and numerals
Summit stencil typeface in black on white setting a pangram, pack my box with five dozen liquor jugs please
Body of work

Line icons for the new Flow

We designed a family of line icons for the new Flow, and the context menus they live in.

See all icon designRead the full case study
CollaboratorsLouie Mantia
Set of line icons for Flow including home, bookmark, flag, document, lightbulb, pin, link and camera
Second set of Flow line icons including cloud, person, at sign, paperclip, search, lock, command key and shield
Two Flow task context menus side by side, the second with the Status submenu expanded
Flow line icons for a text document, zip archive, table and image file
Organization

One team of 15 across design, product and engineering

I led the Flow team across design, product and engineering, and did all of the design work myself.

Size
Team of 15