Storytelling through video

Software is a tool to build and innovate. We use video to show how our customers use DocuSign solutions to make an impact. Our videos feel natural and provide visual clarity for complex subjects.

View video guidelines
Figma prototype


When creating videos for DocuSign, we aim to capture real moments in the customer journey. Draw viewers in with strong storytelling, impactful information, and relatable scenarios. A range of on-brand b-roll video keeps our visuals cohesive.

The core tenets of our video content

By showcasing real-life scenarios, testimonials, and industry insights, we aim to build trust, credibility, and a genuine connection with our customers.

More than a signature

We are more than an e-signature. We are an ecosystem rich in features and innovations

More relatable

Your next move inspires what we do; we innovate to make business easier for you.

More of a story

The impact of our products goes far beyond a transaction. We bolster human moments of celebration, joy, pride, emotion and change through pioneering innovation.

More to say

Intelligent doesn’t mean boring, and complex doesn’t mean disinteresting. We are more than the function of our products, and we show that by using everyday language and anecdotes.

Video content types

The stories we tell are distilled into four different video types.

Ads and Campaigns
This content category leans more into conceptual storytelling. It introduces and raises awareness of DocuSign on a grand scale, no matter who’s watching.
We spotlight real customers and their stories. We hero their experiences with DocuSign, showcasing the impact our products have had on their lives or work.
Product Workflows
We tell the story of specific product features or workflows. These highlight the range of the product and the ease and simplicity they provide to the user’s workflow.
Product Featurettes
These are higher concept videos centered around our products. We blend human storytelling with the feature or benefit of a product. Lower-effort featurettes focus on an individual feature and its function, and higher-effort featurettes focus on communicating a broader product benefit.

Grid and composition

To maintain alignment and consistency, elements should be placed within the designated DocuSign grid and should not deviate from the prescribed content-safe areas.

Signature lower thirds
Lower Thirds should be used when introducing a person within the video. The Lower Third lockup makes use of the signature mark alongside the brand mark.
XL lower thirds
Lower Thirds should be used when introducing a person within the video. The XL Lower Third option should be used when emphasizing the customer’s name in a more impactful way.
Logo Placement
The logo should be set at 360px in exact-center on the screen. There should be a 360px margin above and below the logo.
Logo Transition
The large Sig icon from the previous slide should scale to 100px. The DocuSign word mark should transition in right-to-left and meet the icon with a 25px margin between.


Use subtitles across all of our digital video content. Subtitles make our videos accessible to those with hearing disabilities, and those who prefer watching videos without sound. Please adhere to the guidelines to ensure consistency across all content.


Use subtitles to present content for any spoken words, sounds or music.


Use subtitles in combination with typographical screen elements.

Transition library

Consistent timing across all touch points will ensure a unified system and allow for each branded video piece to be easily digested and feel seamless.

The window

The window plays on the shape of our iconic signature mark and is literally a window into the world of DocuSign.

It can be used as a transitional element in which the box grows to fill a screen, or shrinks to create negative space and a resting moment for the eyes.

Fills can include imagery, video moments, or a simple color fill.
Simple Cut
The Simple Cut should be the predominant edit in any video content.
Use the Wipe as a transition element between chapters or sections of content.
Swipe Up
Use the Swipe Up as a transition element between chapters or sections of content.
Use the 50/50 as a transition element between chapters or sections of content.
Swipe Left
Use the Swipe Left as a transition element between chapters or sections of content.
The Drawer
Use the Drawer as a transition element between chapters or sections of content.

Motion intros & outros

All of our videos begin and end with a branded intro and outro design. Please refer to the specific video category in the video guidelines to see how to apply our intro and outro to your specific video.

Motion intro
Our branded intro should be used to introduce viewers to DocuSign.
Motion Outro
The video should end leveraging the outro system utilized across all touchpoints to maintain consistency.

Video direction and b-roll

Looking for some inspiration? Below are some exemplary customer-oriented lifestyle and portraiture shots.

Color grading

Our video content should look consistent across our video types. Style them with color correction and grading to ensure they all belong to the DocuSign family.

Color Grading
Color correct only if it’s needed to keep the video within the DocuSign aesthetic. If the video is going to receive post-production grading, it should be filmed in a “flat” color profile or LUT (S-log, C-log, Cine etc). Final videos should be executed to a high cinematic saturation, providing warmth and contrast. They should never be cold or gray.

Mistakes to avoid

We don’t use b-roll as filler; rather, we use it to add a light-hearted level of authenticity to our stories.  See how we use (and don’t use) b-roll.

Avoid low saturation and cold, washed grading.
Avoid industry-specific scenes that speak only to an older corporate audience.
Avoid overly staged outdated work environments, unnatural posing and scenes.
Use high saturation and warm, rich grading
while choosing natural, candid executions
Ensure modern-day attire and working environments
Be inclusive of professionals ranging from young to older, smaller businesses to larger teams