WillowSpace
Industry:
CRM Software (SaaS)
Location:
Canada, Remote
Services:
Naming
Brand Strategy
Brand Design
Key Messaging
Brand Guidelines
Website Design
Website Development
UX/UI Design
Product Design
Marketing
Copywriting
Illustration
Animation
From 0 to 1: Creating WillowSpace, the CRM Built for Creatives
WillowSpace was born from a deep understanding of the challenges creative professionals face in managing their businesses. As a sister brand to Function, we built WillowSpace from the ground up—a beautifully designed CRM tailored to streamline workflows, simplify client management, and elevate the client experience. From concept to launch, our team led the naming, strategy, product design, development, and marketing, creating a platform that empowers creatives to focus on what they do best: creating.
The Challenge
Bridging the Gap Between Beautiful & Functional Software
Creative professionals often struggle to balance project work with the complexities of managing proposals, contracts, invoices, and client communications. Existing CRM solutions failed to meet their need for tools that combine functionality with aesthetic excellence. Our challenge was to build a platform from scratch that addressed these gaps while creating an intuitive, beautifully designed experience that we felt proud to use to manage our own clients at Function.
Our Approach
Crafting a CRM with Good Design at Its Core
We started by deeply researching the needs of creative professionals like us, conducting workshops and interviews to understand their pain points. From there, we developed the name WillowSpace, inspired by growth, balance, and resilience. Our team designed an intuitive user interface and experience, blending clean aesthetics with powerful functionality. Our developers brought the product to life, refining the platform through rigorous testing and feedback. To support the launch, we created a cohesive marketing strategy that highlighted WillowSpace’s ability to elevate client workflows and build stronger client relationships.
The Results
A Game-Changing Client Management Tool for Creatives, Designers & Us
WillowSpace 2.0 launched in 2025 to over 1,900+ users with a 53% trial-to-paid conversion rate — a signal that the product experience was doing its job from day one. Built as both founder and designer, it's proof that good design isn't just how something looks, it's how well it converts.