Giving a writing tool the calm, confident brand it deserved

The challenge

Quillstack helps teams write, review and publish long documents together. Users loved the product, but the website described it as “an AI-powered collaborative workspace”, which could mean anything. Visitors bounced from the home page, and the few who signed up rarely invited their team.

The founders also felt the brand had drifted. Every launch added a new colour, a new tone of voice and a new illustration style.

Our approach

We interviewed twelve customers about the moment Quillstack clicked for them. Almost all of them described the same feeling: finally, a quiet place to think. That became the centre of the brand.

• A calm, editorial voice with a short glossary of words to use and avoid
• Product pages built around real documents customers write every week
• A signup flow that asks one question at a time and invites the team early

The solution

The new site opens with a single document being written, reviewed and published in under a minute. Each use case has its own page with templates people can open straight from the site. The marketing team publishes new templates from Sanity every week.

It finally sounds like us on our best day, and our customers noticed first.

The results

Trial signups rose 71 percent in the first quarter. More importantly, teams that started from a template converted to paid at 38 percent, nearly twice the previous rate.

What is next

We are helping Quillstack launch a public template gallery, written and curated by their own community.