LinkedIn Maintenance Pages
During my time in charge of the LinkedIn brand identity, I was tasked with refreshing the site's maintenance pages. The existing janitor design was several years old and in desperate need of an update.
In order to inject some much-needed humor, each design transformed the LinkedIn logo into a physical object or viewport to see 'behind the scenes' at LinkedIn. The final wiper design was chosen for it's universal appeal.
Care was taken to use language that puts the user at ease, reaffirming there no serious problems, only routine maintenance taking place. Once I wrote headlines for each concept, I worked closely with a partner in voice and tone to ensure everything adhered to LinkedIn’s brand voice guidelines.
Final maintenance page
Planned maintenance example with expected return time and links to blog and Twitter for updates.
Windshield wiper illustration
The wiper was chosen for it's globally recognizable concept.
Cleaning lady concept
The cleaning lady concept drew a few laughs, but ultimately pointed to a lack of technological sophistication.
Hamster wheel concept
As LinkedIn is a global company, the hamster failed the localization test – some cultures have no concepts of owning a hamster as a pet.
Circuit board illustration
This runner-up was a digital illustration, portrayed LinkedIn as a single unit.
Circuit board illustration progression
This animation shows the different layers that combined to make the final illustration.