LINKEDIN SALES NAVIGATOR
A campaign identity for LinkedIn's Sales Navigator Masterclass Series
Designing a distinct visual world within one of the world's most recognisable brand systems — 63 assets, 12 months, built to work at 60 minutes on screen with a live expert and compress down to a 3-second GIF.
My Role
Brand Designer
Lead Designer
Tools
Illustrator · Photoshop
After Effects · PowerPoint
Team
Elisenda Mallol · Andrea Boriosi · Jordi Solá · Dani Lombardia · Oscar Hernandez
Project Type
Campaign identity
Educational content
Sales enablement · Motion
High-volume production
THE CHALLENGE
Working within a strong system without disappearing into it
LinkedIn's Sales Navigator is used by over 1.5 million sellers worldwide. The business challenge was adoption — getting customers to build the habits that actually drive revenue: smarter account prioritisation, precision buyer engagement, and workflows that surface the right opportunities at the right time. The Masterclass Series was LinkedIn's answer: expert-led sessions translating platform features into actionable sales strategy.
The design challenge was making methodology-heavy content feel clear and engaging for busy sales professionals, while carrying LinkedIn's authority across everything from a 60-minute live session to a 3-second GIF.
Business goal
Drive Sales Navigator adoption by turning platform features into habits through expert-led education that connects tool capabilities to real sales outcomes.
Design brief
Build a distinct campaign identity within LinkedIn's brand system, warm enough to hold attention across 60-minute sessions and flexible enough to scale to 63 assets over 12 months.
THE APPROACH
Identity first. Everything else follows.
Before a single asset was produced, the work focused on defining a modular graphic universe flexible enough to live across every format in the brief.
Designed for sales professionals who expect clarity, credibility, and content that respects their time, the visual language had to feel authoritative without losing warmth. This meant designing the full visual experience of the masterclasses themselves first: the PPT template, speaker presentation system, and animated intro and outro sequences that opened and closed each session. Only then was the identity extended outward into teasers, social graphics, and GIF assets.
The result was a system the broader team could apply consistently, session after session, across nine months of production.
DELIVERABLE
One system. 63 assets. Nine months of production.
From the 60-minute masterclass experience to the social campaign around it.
9
Masterclasses — full visual experience
21
Static graphics
9
PPT presentations designed
12
GIF assets
12
Short videos — teasers & recaps
63
Total assets produced
OUTCOME
A second campaign commissioned
The identity system delivered across both its roles — as the visual backbone of a live educational series for sales professionals, and as a campaign tool for LinkedIn's commercial teams. The work led directly to a second commission: a new and intentionally distinct visual identity for LinkedIn's AI adoption initiative, built for a different audience and a different message.
"The Sales Navigator Masterclass Series performed strongly enough that LinkedIn commissioned a follow-on identity for their AI adoption initiative — a separate system, built from the ground up for a new brief."