Rilo
Rilo
Rilo
INDUSTRY
AI
AI
SERVICES
Brand & Product Design
Brand & Product Design
TL;DR
Rilo is a workflow AI for GTM teams at early-stage startups. The product is genuinely powerful: AI agents that run competitive intelligence, pipeline signals, investor tracking, and content distribution on autopilot. Dhruv Jaglan, founder and CEO, came with a site built on Lovable, content in place but no brand behind it, and a clear brief: minimal, clean, nothing that adds noise. I joined as the founding designer on a five-person team and built everything from zero, across brand, product, and communication.
Rilo is a workflow AI for GTM teams at early-stage startups. The product is genuinely powerful: AI agents that run competitive intelligence, pipeline signals, investor tracking, and content distribution on autopilot. Dhruv Jaglan, founder and CEO, came with a site built on Lovable, content in place but no brand behind it, and a clear brief: minimal, clean, nothing that adds noise. I joined as the founding designer on a five-person team and built everything from zero, across brand, product, and communication.
PROBLEM
The product was ahead of what most people could understand from looking at it. The site communicated what Rilo did in the loosest sense, but not what it was capable of or why that mattered. Early access users were using it but not getting the full picture. Inside the product, the experience made it worse: the chat interface and the workflow builder weren't separated, so users couldn't tell what was happening or what was being built. Meanwhile, competitors in the automation and AI workflow space already had strong, confident visual languages. Rilo had neither an identity nor a product experience that matched its actual ambition. The risk wasn't just looking generic; it was that the gap between what the product could do and what people understood it to do would stay open.
The product was ahead of what most people could understand from looking at it. The site communicated what Rilo did in the loosest sense, but not what it was capable of or why that mattered. Early access users were using it but not getting the full picture. Inside the product, the experience made it worse: the chat interface and the workflow builder weren't separated, so users couldn't tell what was happening or what was being built. Meanwhile, competitors in the automation and AI workflow space already had strong, confident visual languages. Rilo had neither an identity nor a product experience that matched its actual ambition. The risk wasn't just looking generic; it was that the gap between what the product could do and what people understood it to do would stay open.
PRODUCT DESIGN
The Lovable build had structure but not persuasion. I reworked the communication architecture and copy so that a founder landing on the page for the first time could actually understand what Rilo does and feel the weight of what it's capable of.
Inside the product, the biggest structural change was splitting the screen. Before, the chat and the workflow builder lived in the same undifferentiated space. Users didn't know what was being built or how. I divided the interface so it starts as a chat screen: you type a prompt, and the moment Rilo begins building, the right side opens into the graph view. The workflow becomes visible as it's constructed, step by step, and stays editable. If you want to understand what's being built and customise it, it's all there. If you don't, the chat side stays clean. The interface went from opaque to inspectable, which is exactly what the product stands for.
From there I designed every other screen: the onboarding flow, all the core pages, and the run logic, built to feel intuitive rather than technical. I also built an email composer using a Claude artifact to solve the team's constant frontend requirement without waiting on engineering, then designed the email design system and communication style system alongside it.
The Lovable build had structure but not persuasion. I reworked the communication architecture and copy so that a founder landing on the page for the first time could actually understand what Rilo does and feel the weight of what it's capable of.
Inside the product, the biggest structural change was splitting the screen. Before, the chat and the workflow builder lived in the same undifferentiated space. Users didn't know what was being built or how. I divided the interface so it starts as a chat screen: you type a prompt, and the moment Rilo begins building, the right side opens into the graph view. The workflow becomes visible as it's constructed, step by step, and stays editable. If you want to understand what's being built and customise it, it's all there. If you don't, the chat side stays clean. The interface went from opaque to inspectable, which is exactly what the product stands for.
From there I designed every other screen: the onboarding flow, all the core pages, and the run logic, built to feel intuitive rather than technical. I also built an email composer using a Claude artifact to solve the team's constant frontend requirement without waiting on engineering, then designed the email design system and communication style system alongside it.
BRAND DESIGN
I built the identity from the ground up: logo, visual language, tone of voice, and a full brand strategy document that defined Rilo's positioning, values, market placement, and how the brand should communicate across every surface. The strategic position we landed on was specific: most automation tools trade power for reliability. Rilo is built to deliver both. That conviction shaped everything, including the tagline: Reliable by design.
I handled everything Rilo showed up as: LinkedIn and Twitter presence, event branding, and merch.
I built the identity from the ground up: logo, visual language, tone of voice, and a full brand strategy document that defined Rilo's positioning, values, market placement, and how the brand should communicate across every surface. The strategic position we landed on was specific: most automation tools trade power for reliability. Rilo is built to deliver both. That conviction shaped everything, including the tagline: Reliable by design.
I handled everything Rilo showed up as: LinkedIn and Twitter presence, event branding, and merch.
© Shreya Ganeriwala 2026. All Rights Reserved.