The Challenge

Dagster's asset-based approach to data orchestration can be difficult for new audiences to grasp. We set out to create an educational experience that simplified the concept without sacrificing accuracy, while also creating a memorable brand moment that could stand out in the B2B technology space.

The Approach

I developed the visual identity, illustration style, and creative direction for the project, transforming data assets into expressive characters that communicate relationships, dependencies, and teamwork through storytelling. The visual system relied on simple shapes, bold colors, expressive eyes and personality-driven animation to make technical concepts feel approachable and relatable.

To extend the impact beyond the book itself, I designed a supporting campaign that included a narrated digital experience, promotional assets, event giveaways, and a shareable landing page that enabled sales and customer-facing teams to distribute free copies to prospects and customers.

Mood board and initial exploration

The Outcome

The project became one of Dagster's most distinctive brand initiatives, helping customers engage with a complex topic in an unexpected and accessible way. The book generated excitement across events, social channels, and industry communities, demonstrating how thoughtful storytelling can strengthen both product education and brand affinity.

Animated and narrated book

Hardcover book and spreads

Social assets

Landing page and email design

Printable activity pages