The Mozilla Labs core objective is to showcase new products and quickly recruit initial product testers, creating an efficient gateway for engagement and feedback. The existing product launch model didn't include a consistent branding process, leading to disjointed experiences and imprecise storytelling that slowed down the innovation cycle. Mozilla needed a unified approach that would accelerate innovation while maintaining their established brand equity across a growing portfolio of experimental products.
While our previous work with Mozilla Builders was optimized for community, Labs needed to be optimized for conversion across a broad audience, establishing an ownable brand that consistently elevated Mozilla in the Open Web innovation space. Our dual-track strategy focused on a dedicated platform to showcase new products while simultaneously developing a toolkit that empowers the team to rapidly iterate on brand-aligned experiences.
The resulting platform serves as the central digital hub for all new products, driving conversion while honoring Mozilla's core brand promise. The site leverages a flexible component-driven architecture that adapts to evolving needs while maintaining visual consistency. From email opt-ins to testing sign-ups and community engagement features, every touchpoint creates smooth pathways for users to discover, test, and provide feedback on Mozilla's latest innovations.
The Figma-based brand toolkit democratizes brand creation across Mozilla's product teams. This system of fixed and flexible elements balances consistency with creative freedom, enabling rapid exploration while maintaining clear ties to Mozilla's core brand. The toolkit includes color palettes, typography standards, a logo generator, and an extensible icon library—all designed to evolve organically as Mozilla's product ecosystem grows.
The combined impact of this approach enables Mozilla to accelerate its innovation cycle while consistently communicating its mission across every touchpoint. By unifying the digital destination with the tools for brand expression, we've helped Mozilla establish a resilient framework that will support their vision for an open, accessible, and privacy-first internet far into the future.
