Magma

Magma is a real-time collaborative drawing platform built for artists and creative teams to sketch, work together, and grow their practice. I worked as an embedded illustrator for the product team, with a brief spanning two distinct output types: user-facing educational content and outward-facing promotional material.

The role demanded constant switching between a teaching mindset and a marketing one — very different audiences, one visual ecosystem.

• Created illustration tutorials breaking down techniques and workflows in a format native to the tool and its audience of digital artists
• Produced social media content communicating the platform's value and creative culture to a wider audience
• Built assets from firsthand knowledge of Magma's brushes, tools, and collaborative canvas
• Kept educational and promotional output visually coherent within one ecosystem

Working from the inside gave the content an authenticity external production couldn't match. The guidance was practical and credible rather than generic — built by someone who understood the drawing tools, brush behaviour, and collaborative canvas firsthand — and the promotional work carried the same insider energy to a wider audience.