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Draft One: Rewrite report writing
Product launch video
Printed case studies
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Company: Axon

Role: Art Director

Project: Draft One product launch

​Product site: Draft One

Keynote (start at 56:00): Draft One

Creative Director: Travis Bartlett

Overview

In April 2024, Axon introduced Draft One, the first AI-powered police report writer. This launch marked a major shift for the company, moving from a legacy of physical products to a new chapter in software innovation driven by AI.

Unlike past releases, Draft One had no tangible presence. Its intelligence operated quietly in the background, writing reports in real time. This posed a unique creative challenge: to craft a brand story for something intentionally invisible, and to make that story feel essential and future-facing.

Goal

The objective was to design a visual identity that conveyed both intelligence and utility, even though the product itself had a minimal user interface. Draft One was built for clarity and efficiency, with a monochrome editor and little visual surface to build on. The brand identity had to be shaped around the product’s function, not its appearance.

This system also had to scale across a wide range of channels for the campaign launch. It needed to hold up in the digital campaigns, event visuals, keynote presentations, and across social media. Every piece had to work together, carrying the same tone of confidence and clarity. It needed to feel useful, intelligent, and designed with care.

My Role

I began by fully immersing myself in the product. I joined working sessions with product and engineering, observed field testing with law enforcement professionals, and used the tool myself. This gave me a grounded understanding of how Draft One worked and how users might connect with it emotionally.

From that research, the foundation of the identity started to form. I refined a logo concept that had originated in early creative exploration. By reworking its structure and typography, I arrived at a mark that felt both familiar and sharp, reflecting the company’s roots while signaling a new direction.

While exploring the UI, I noticed that the layout of the reports, especially in dark mode, had a distinctive structure. I began to use that structure as a subtle graphic layer that brought real-world relevance into the visual system without overwhelming the design.

One of the strongest creative moments came directly from users. During early testing, officers shared bold, honest feedback about the product. I chose to bring their words forward, using those quotes as central visual elements across campaigns. Their authenticity carried more weight than any marketing headline could.

 

With the system in place, I led creative execution across all major deliverables. From launch-day visuals and printed layouts to trade show signage and executive decks, every asset followed a consistent visual language with clarity and restraint.

 

Outcome

Draft One became Axon’s fastest-selling software product quickly adding millions in pipeline revenue.

At launch, the live audience literally gasped in awe when the first report came through. That kind of response is rare in software and a signal that the message was landing with power. The design system translated cleanly across every platform, creating a cohesive experience from first impression to ongoing campaigns.

Within a matter of weeks, the visual identity became instantly recognizable to customers. It helped establish a new category for Axon and did so with credibility and focus. This project was a clear example of how a thoughtful creative system, rooted in empathy and product truth, can transform an invisible feature into a visible brand story.

Slideshow: Draft One Product Launch at Axon Week 2024

© 2025 Stephen Lloyd | Seattle, WA. All Rights Reserved.

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