Stephen Lloyd

Overview

In April 2024, Axon entered the AI era with the launch of Draft One, the industry’s first AI-powered police report writer. Unlike previous launches centered around physical products like TASER energy weapons and body-worn cameras, Draft One marked a major milestone. It was Axon’s first true software product release.

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This shift presented a distinct creative challenge. How do you build a strong visual identity around a product that has little visual interface, and where the main feature is invisible — the AI that writes the report?

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Goal

I was tasked with creating a distinct visual identity that could carry the weight of an innovative, AI-driven product, even though the interface itself was minimal. Draft One’s front end was essentially a streamlined, black-and-white police report writer. There weren’t many design elements to work with inside the product itself, so the brand had to be built around its function, not its appearance.

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At the same time, the system needed to work across a wide range of applications. From print and digital ads to trade show signage, presentation decks, and social media assets, the branding had to be both scalable and cohesive. Most importantly, it needed to clearly communicate that this was something entirely new for Axon — intelligent, future-forward, and deeply useful to the people we serve.

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My Role

My first priority was to understand the product inside and out. I joined frequent syncs with the product and engineering teams, attended webinars, and traveled to in-person events where law enforcement professionals were testing Draft One in real time. I also used the product myself to experience the workflow firsthand and gather insight into how users might emotionally connect with the tool.

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From that research, a few creative anchors began to take shape. The logo was derived from Axon’s core brand elements, combining Benton Sans Medium with the Axon Delta icon. An early version of this lockup had been introduced by our Group Creative Director during internal concepting. I revisited it, refined the treatment, and tested its application across early creative concepts. It proved to be the most effective and flexible direction, so I ran with it through final rollout.

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While exploring the UI, I noticed that in dark mode, the report layout itself had potential as a graphic element. The structured, utilitarian nature of the report created a subtle texture that felt honest and grounded. I used it sparingly as a visual layer to reinforce the product’s real-world relevance without overwhelming the design.

 

The final component came from the customers themselves. During early trials, we received powerful feedback that captured the immediate impact of Draft One. Rather than tuck these quotes away, I brought them to the forefront —literally highlighting them as visual centerpieces. These real, bold phrases became the most attention-grabbing part of the creative system and offered instant credibility in every placement.

 

With these pieces defined, I went into full execution mode. I led design for digital campaigns, magazine layouts, internal and external presentations, event signage, and live launch visuals, ensuring every touchpoint reflected a consistent and compelling visual identity.

 

Outcome

Draft One quickly became Axon’s fastest-selling software product.

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The product reveal at launch received an audible response from the audience — something rare in a software debut. The design system translated seamlessly across all platforms, creating a consistent and confident customer experience from launch day through ongoing campaigns.

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More importantly, the visual identity became recognizable to customers within weeks. It helped introduce a brand-new product category in a way that felt credible, trusted, and on-brand.

This project was a strong example of how focused creative strategy, deep product immersion, and smart use of feedback can elevate even the most minimal interface into a compelling brand story.