Running along the new player in the project implementation game

A recent contestant in the project implementation management field, conceived by a team coming from Behance, Adobe, Huge Inc, and Netscape, Baton is a startup that entered strongly the PM tools game. I got to make sure their marketing site was up to the software itself in quality and innovative approach.

The team had a rough idea as to where the concept should be heading and it was quite easy to find a common vector in design and interactions direction.



Concept, interface design, animation & interactions, graphic design & illustrations, Webflow development.

The contest

Baton is a new kind of project management tools laser focused on software implementation, with the easy going attitude.

I had to make sure we kept the playfulness without making things silly and over the top.

We introduced a simple concept of relay races (that's where the company names comes from) into design and weaved it throughout for good measure.

I came up with a large set of simple and accessible illustrations and animations to quickly highlight the points being made during software introduction and descriptions on various site sections.

Oh, and there is also Sparky (sorry, Sevan, I know your dog's name is different!) who is my favourite part of the whole project.


I expanded the already nice palette Baton used for its main software app with a few warm and inviting colours giving marketing site a contemporary attitude.

I chose grotesque fonts with unconventional features to represent the fresh start associated with Baton.

After the project completion I have nothing but the deepest respect for the Baton team who supported me during the process the whole way, and handled all 2020-branded force-majeures with grace and understanding.

Multi-disciplinary digital designer

2005 —
During these years I've seen things young designers wouldn't believe. Grunge and web2.0 on the rise at the beginning of 00s. I watched first responsive sites glitter in the dark at the dawn of 10s, and first UX-centric approaches emerging recently. I've seen skeuomorphism die. All those moments will not be lost in time.

The who

Hi, I'm Alex. For many years I've been in the process of improving the digital realm around me (and improving myself at the same time) in a couple of ways I could. Mostly by giving it a meaningful look, providing the cues to not get lost in it, and ensuring I am not getting carried away by the visual side of the job. Mind you the latter part is the hardest one.

The what

My field of expertise which may be of use to you, dear visitor, lies in the following:
  • visual design and art direction;
  • user experience design, UI design, and information architecture;
  • interactive design and animation;
  • strategic consulting and project management;
  • web development;
  • Oh, and I can also teach you a thing or two about climbing rocks, scaling mountains or proper tango posture if this is something you'll ever require.
get in touch
I am always happy to dirty my hands on a complex task, so do not hesitate to hit me up with your requests! And if your project will benefit the humanity in any meaningful way I will make a 50% discount right away. No kidding.