GitLab is a tool to support what people do, day in, day out. We need to respect the importance of their work, and avoid gimicky details.
While work can get complicated, GitLab is about bringing a sharp focus, helping our customers know what matters now.
We need to build empathy with our users, understand their state of mind, and connect with them on a human level. Quirkiness is part of our DNA; we should embrace it in the right moments and contexts.
When you look at any screen, you should know immediately that it is GitLab. Our personality is strong and consistent across product and marketing experiences.