B2B streaming minus the boring

The Flow is a B2B streaming platform by HockeyStack, launched in 2022 as a hub for original and fresh content tailored for B2B marketers.     Burcu played a key role in shaping the visual direction of The Flow and its shows, to ultimately craft an engaging platform for its demanding audience and set the standards for its future.

B2B / SaaS

UI design

Creative & Art Direction

Video & Motion design

Visual communication design

"Can You Dashboard It?"
Hosted by the HockeyStack team

Beyond creating distinct visual identities for each series, Burcu took on a hands-on approach in content creation, overseeing and executing post-production at various levels, from editing and motion graphics design to final storytelling refinements.

After the platform was launched, she also contributed to its long-term maintenance, benefiting from UI design, creative writing, and content management to keep it active and true to its purpose.

"Below the Fold"
Hosted by Jason Widup

Brand & UI Refresh

Initially, The Flow was built on a template-based platform. This not only presented challenges in usability and maintenance but also limited its ability to evolve alongside the HockeyStack brand.

Burcu redesigned The Flow’s core identity to align with the company’s evolving vision and took on the challenge of improving the platform's UI and art style from A to Z. She addressed the key issues with the platform and implemented solutions to resolve them:

The platform lacked essential navigation elements, which caused an interrupted viewing experience.
There wasn't enough emphasis on the creators, who were essential to the realization of the platform, which didn’t align with HockeyStack's community-oriented character.
It suffered from visual inconsistencies and failed to unify the content ecosystem around itself.
Because of its template-based structure, the platform didn't allow custom content categorization, which was then resolved by incorporating new content blocks and creating a custom, more strategically organized layout.