DPA+ is a SaaS platform that empowers creative strategists to customize ad templates to seamlessly push dynamic campaigns to Meta Ads. As Head of Design for the product, I led both the brand identity and UI/UX design, laying the visual, experiential, and strategic foundations that bring the product to life.
I began by benchmarking leading ad‑tech platforms and uncovered three key insights: most relied on muted color palettes, avoided human imagery, and leaned into a cold, hyper‑technical voice.
These gaps became our guiding stars: DPA+ would feel vibrant, approachable, and distinctly human.
The plus sign is a symbol of addition and growth, which aligns with the brand’s mission to enhance ad performance. By using squares of different colors, the logo conveys diversity and flexibility, representing the dynamic nature of the product.
Sans serif typography ensures a clean and modern aesthetic that complements the geometric elements of the logo. Its simplicity balances the colorful and structured nature of the plus sign, creating a harmonious look.
For the brand visuals, we decided to use AI‑generated imagery and simplified UI screens. Using AI imagery allowed us to spin up on‑brand visuals without licensing headaches, maintain consistency of style, and iterate through creatives faster. For simplified UI screens, we crafted pared‑down mockups that spotlight core actions of the platform, so our audience could preview functionality and look and feel, while keeping our platform’s secret sauce securely under wraps.
Oscar is amazing! He is an incredibly talented, organized, trustworthy design team leader. His project management skills, poise, and visual design abilities are superb. Oscar is calm under pressure, proactive, friendly, easygoing and generally terrific. No job is too small or too big for him.
