Tabs
The AI copilot for modern finance
Tabs is an AI-native finance platform that automates billing, collections, revenue recognition, and compliance for modern finance teams. As the product scaled, the brand needed to stand out and earn enterprise trust. We partnered with Tabs to define a clearer position in the market, evolve their identity, and build a website that could support strategic sales conversations while scaling with the business. The result is a brand that reflects the gravitas of finance, the pace of modern software, and the intelligence of AI — all in one tab.
Making the Difference Clear
The “all-in-one” story is familiar — but Tabs goes further. Our challenge was to design a brand and digital experience that expressed true flexibility: a system that adapts, evolves, and empowers. Tabs flexes across the entire contract-to-cash process — supporting any billing model, integrating with any payment flow, and harmonizing fragmented data. With AI agents strengthening every workflow, the platform unlocks endless possibilities for modern finance teams. Our design approach brought this story to life, visually and functionally, showing how Tabs transforms complexity into clarity.
Beyond Features, Toward Impact
Finance teams are stretched thin — buried in tedious, fragmented processes that limit their potential. Tabs redefines what’s possible. It doesn’t just automate workflows; it transforms how finance operates. Faster cash flow, live revenue visibility, reduced manual effort, and more confidence at close — these became the tangible outcomes at the heart of our story. Through design, we shifted the narrative from features to impact, giving CFOs and Controllers a clearer reason to switch and the right metrics to measure success.
Designing Around the Core
At the heart of Tabs lies the commercial graph — a unified system connecting contracts, CRM data, usage, payments, and billing terms into one intelligent network. It enables accurate invoicing, precise revenue recognition, and transparent audit trails without manual effort. In our design approach, we elevated the graph beyond a technical feature to the central narrative of the brand — a symbol of control, consistency, and confidence at scale. By visualizing its intelligence and cohesion, we helped Tabs communicate the power of a truly connected financial system.
Making AI Believable
For most finance leaders, AI transformation isn’t an overnight shift — and many remain understandably sceptical. Our challenge was to build trust. We shaped the AI narrative around tangible, immediate outcomes rather than abstract promises: an always-on finance co-worker that helps teams do more with less, scale efficiently, and operate with confidence. Through design and messaging, we positioned AI not as a distant future, but as a practical, dependable partner in the present.
Extending the story
Tabs is scaling rapidly — expanding across products, markets, and buyer segments. The brand system was designed to evolve at the same pace. From reusable design components and flexible content frameworks to motion principles that bring cohesion to every touchpoint, every element works together to deliver consistency at speed. The result: every launch communicates with clarity, and every interaction reinforces trust — no matter how fast the company grows.
Put revenue on autopilot
A heartfelt thank you to Louise Ng, Molly Selin, Erin Choi, and the entire Tabs team for their trust, collaboration, and creative partnership throughout this journey. Their openness, insight, and shared vision made this work possible — and a true reflection of what happens when strategy, design, and innovation come together.