Directing Design Concept at Dribbble of Sunny Day to Generate Leads and Grow Design Talent
Directing Design Concept at Dribbble of Sunny Day to Generate Leads and Grow Design Talent
TeamUp was a design agency I co-founded with four partners. As Art Director, I led 5 designers through internal initiatives. One of those was Sunny Day Lab, a space for design exploration that turned downtime into opportunity. It wasn’t just about growing skills, it was about turning creative practice into real business value.
We built a system where creative growth met business strategy, elevating visual quality, attracting client leads, and giving junior designers the structure they needed to thrive.
TeamUp was a design agency I co-founded with four partners. As Art Director, I led 5 designers through internal initiatives. One of those was Sunny Day Lab, a space for design exploration that turned downtime into opportunity. It wasn’t just about growing skills, it was about turning creative practice into real business value.
We built a system where creative growth met business strategy, elevating visual quality, attracting client leads, and giving junior designers the structure they needed to thrive.
COMPANY
TeamUp Agency
ROLE
Art Director
SCOPE
Art Direction, Marketing
PERIOD
Q3 2022- Q1 2023
COMPANY
TeamUp Agency
ROLE
Art Director
SCOPE
Art Direction, Marketing
PERIOD
Q3 2022- Q1 2023
Disclaimer: This is a high-level project overview. For the full case study or more details, feel free to reach out at olehabib98@gmail.com.
Disclaimer: This is a high-level project overview. For the full case study or more details, feel free to reach out at olehabib98@gmail.com.
Key Challenges
Key Challenges
The team was passionate but still growing, with different styles and skill levels. Designers worked during the day, while I could only lead and review at night after my full-time job. We needed a workflow that fit our time constraints but still encouraged quality and growth.
The team was passionate but still growing, with different styles and skill levels. Designers worked during the day, while I could only lead and review at night after my full-time job. We needed a workflow that fit our time constraints but still encouraged quality and growth.
01
01
How can we run smooth collaboration with limited overlap between day and night work?
How can we run smooth collaboration with limited overlap between day and night work?
02
02
How can we unify design direction while still allowing space for personal style?
How can we unify design direction while still allowing space for personal style?
03
03
How can we balance visual exploration for growth with consistency for business impact?
How can we balance visual exploration for growth with consistency for business impact?
Design Process
Design Process
01
I define seasonal theme and moodboard
01
I define seasonal theme and moodboard
02
I confirm designer availability with PM
03
I share brief and design goals
04
Designers do research references and propose concepts
05
Designers create visual design explorations
06
I give design feedback through Figma comment
07
Designers revise and iterate
08
I finalize design (Art director polish)
09
Designers make a caption and upload to Dribbble
02
I confirm designer availability with PM
03
I share brief and design goals
04
Designers do research references and propose concepts
05
Designers create visual design explorations
06
I give design feedback through Figma comment
07
Designers revise and iterate
08
I finalize design (Art director polish)
09
Designers make a caption and upload to Dribbble
10
We promote on
social media
10
We promote on social media
Key strategy
Key strategy
We built a system where structure empowered creativity—so even with time limits and mixed skill levels, great design could still thrive and grow the brand.
We built a system where structure empowered creativity—so even with time limits and mixed skill levels, great design could still thrive and grow the brand.
Key Solutions
Key Solutions
01
01
Day+Night Workflow
Designers worked during the day while I reviewed at night, allowing steady progress despite my full-time job. This async rhythm helped everyone stay focused without real-time pressure.
Designers worked during the day while I reviewed at night, allowing steady progress despite my full-time job. This async rhythm helped everyone stay focused without real-time pressure.
02
02
Style Guide Foundation
We created a unified visual system: layout, spacing, typography, mockups, avatars, and personas, ensuring all work felt cohesive while allowing room for personal touch.
We created a unified visual system: layout, spacing, typography, mockups, avatars, and personas, ensuring all work felt cohesive while allowing room for personal touch.
03
03
Seasonal Theme Cycles
Every 1 months we launched a new design theme based on trends or moments. It kept things fresh, inspired creativity, and allowed designers to explore new styles.
Every 1 months we launched a new design theme based on trends or moments. It kept things fresh, inspired creativity, and allowed designers to explore new styles.
04
04
Dual Review Process
Designs went through two reviews: first with comments in Figma for feedback and learning, then final polish by me—with reasoning shared to help them grow, this also to make sure the visual style achieve quality standar and consistency.
Designs went through two reviews: first with comments in Figma for feedback and learning, then final polish by me—with reasoning shared to help them grow, this also to make sure the visual style achieve quality standar and consistency.
05
05
Post Promotion Tactics
We treated each upload like a campaign, scheduling Dribbble posts at peak hours, writing catchy captions, and re-sharing across social media to maximize reach and leads.
We treated each upload like a campaign, scheduling Dribbble posts at peak hours, writing catchy captions, and re-sharing across social media to maximize reach and leads.
Before review
After review
Before review
After review
Before review
After review
Here are the other final results after my review and final design touches:
Shout to Nuri
Shout to Husna
Shout to Syamil
Shout to Tazkia
Shout to Syamil
Shout to Surya
Shout to Tazkia
Shout to Surya
For more design, please visit Dribbble
For more design, please visit Dribbble
Outcome Highlights
Outcome Highlights
49 Shots
49 Shots
Consistent output across seasons, proving the value of our structured review and mentorship process.
Consistent output across seasons, proving the value of our structured review and mentorship process.
123 Avg Likes
123 Avg Likes
Strong engagement confirmed that our theme direction and visual quality resonated with the design community.
Strong engagement confirmed that our theme direction and visual quality resonated with the design community.
4,875 Followers
4,875 Followers
In under 1 years, we grew a solid audience on Dribbble, validating our style and building brand credibility.
In under 1 years, we grew a solid audience on Dribbble, validating our style and building brand credibility.
23 Client Leads
23 Client Leads
Our design work attracted real business interest, showing that strong concept exploration can double as lead generation.
Our design work attracted real business interest, showing that strong concept exploration can double as lead generation.
Collaborator
Collaborator
UI/UX Designer (Syamil, Surya, Tazkia)
Graphic Designer (Husna)
Illustrator (Nuri)
Project Manager (Umam, Fariz)
Dribbble profile
Project leads
Here are the other final results after my review and final design touches:
Here are the other final results after my review and final design touches:
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