We continue our series of case studies featuring designers who have revolutionized their workflow with Recraft. This time, we’re highlighting the journey of Anastasia, a Brand Designer who tried Recraft to redefine the branding of Chatfuel, one of the leading platforms for conversational AI.

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Chatfuel’s primary mission is to simplify how businesses communicate with their customers through conversational marketing and messaging. They help companies enhance user engagement, customer support, and conversions, primarily through platforms like WhatsApp, Messenger, and Instagram.

The Designer and the Challenge

When Anastasia Goncharova joined Chatfuel as a Senior Brand Designer, she faced a significant challenge — the brand lacked a unique personality and visuals that truly reflected its character. On top of that, everyday tasks like background removal further ate her time, leaving little room for creative exploration.

Before:

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After:

Recraft makes it easy to scale icon sets for multiple use cases while maintaining consistency and saving time.

Discovering Recraft: The Turning Point

That’s when Anastasia decided to experiment with Recraft, a tool she had heard about from Ivan Olenkevich, Recraft’s Design Director, whose work she deeply admired.

"Knowing Ivan was behind Recraft immediately sparked my interest, as I trust his vision and commitment to quality. When I tried the tool, I was impressed by its intuitiveness. I even described it to my designer friends as ‘Figma for AI,’” she says.

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Recraft makes it easy to scale the design further, adapting it for multiple use cases while maintaining consistency ©

Recraft in Action: Building a Visual Identity

Recraft quickly became an indispensable part of her workflow. Its intuitive features allowed her to explore and refine creative ideas in record time. After testing various textures — glass, metal, jelly, fur, silicon — she found the perfect fit: a Play-Doh-like texture that reflected Chatfuel’s approachable and playful personality.

Once the Play-Doh aesthetic was established, Anastasia generated dozens of custom 3D visuals to pair with hand-crafted flat illustrations. Initially, generated 3Ds were kept white for easy customization with the brand’s signature gradient in post-production. This streamlined process resulted in an extensive library of reusable, cohesive 3D assets that have become a cornerstone of Chatfuel’s visual identity. Recraft also empowered Anastasia to adapt these designs effortlessly for various platforms and use cases, ensuring consistency across everything from social media to product interfaces.

"The tool remembers your style, is super intuitive, and delivers consistent results almost every time," Anastasia notes.

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How Recraft Enhanced the Workflow

With Recraft, Anastasia was able to:

1. Create 80+ Reusable 3D Visuals: These are now central to Chatfuel’s marketing, product, and branding efforts.
2. Explore 6x More Options: In the time it previously took to execute just one illustration, she could test six different approaches.
3. Save 80% Time on Routine Tasks: Background removal, for example, became quick and effortless.
4. Achieve Cost Savings: By using Recraft, Anastasia avoided hiring two external 3D artists for a two-month project.

By leveraging Recraft, Anastasia solved the brand’s initial challenge of a lack of a unique identity and transformed it into an opportunity. The 3D visuals now reflect Chatfuel’s mission to simplify communication through approachable, human-like AI tools.

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"I’m proud to see this set bringing Chatfuel’s visual identity to life across different projects," Anastasia shares.

Conclusion: Creativity Unlocked

Anastasia’s journey highlights how Recraft empowers designers to overcome challenges, unlock new creative possibilities, and achieve measurable results. For brands and apps looking to elevate their visual identity, this story proves what’s possible with Recraft.