Software startup
A modern, digital-first identity with an icon system built to work across product UI as well as marketing — designed to scale as the product grew.
A brand that has to work inside a product
A software startup that had grown quickly on the strength of the product alone. Their branding had been assembled as they went — a logo from one place, colours from another — and it was starting to show as they moved upmarket.
The unusual part of the brief: the identity would live inside the application as much as on the marketing site. That meant anything we designed had to function as interface elements, not just decorative marks.
At a glance
- Sector
- Technology
- Project
- Brand identity system
- Scope
- Logo, iconography, brand guidelines
- Focus
- Digital-first and scalable
- Delivered
- 2024
Designed for an interface, not a brochure
Most identity work never has to survive being shrunk to 16 pixels and placed next to a button. This one did, and we designed for that constraint from the start.
A mark that survives small sizes
The logo was drawn on a strict grid and tested down to favicon scale, so it stays legible in browser tabs, app icons and UI chrome.
An iconography system
We built a coherent set of icons on a shared grid and stroke weight — so product UI looks like it belongs to the brand rather than a component library.
Colour with a functional role
The palette was defined with state in mind — success, warning and error colours that sit alongside the brand colours without clashing.
Documented as tokens
Because the brand lives in code, we documented colours and type as reusable values so designers and engineers work from the same definitions.
One brand across product and marketing
The startup now has a single identity that holds together whether someone encounters it in the app, on the website or in a sales deck — and a system that absorbs new product areas without a redesign.
- A mark legible from favicon to signage
- An icon system shared across product and marketing
- Colour definitions that work for brand and UI states
- Documentation designers and engineers both use
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