Develop a distinct clean and minimal logo mark and other brand components consistent across different channels.
Figma, Sketch, pen and paper
Roya Kachooei (product manager, CEO)
Lubov Soltan (research, ideation, prototyping, user testing)
Pen and paper are still unbeaten tools to translate ideas and concepts quickly into visual media.
I explored two ideas related to animal characters - a bird and a fox and one depicting a wallet, that also resembles a letter "W".
Team and founders left their feedback in Figma using comments directly on the designs to facilitate indepentent work, I also presented new ideas and explained symbolism where necessary.
I used Sketch app to develop and iterate on previously sketched ideas.
At this stage designs are mid-fidelity, so it's easier to see if they work well in digital medium where they are intended to be used.
I presentinted designs to the stakeholders and after discussing plans, and brand strategy it was a collective decision to move forward with the wallet shape as the most relevant and versatile.
High fidelity design requires some rules to be followed to ensure the logo mark is consistent and clean.
At this stage I created mockups to demonstrate what can be achieved by using this logo mark in different contexts.
Rounded terminal sans serif is ideal for display typography. Perfect for readability at any screen or print size. These advantages contribute to building a trustworthy, friendly and accessible brand identity.
I carefully kerned the letters to ensure visual balance and rhythm for large and small scales.
I started with the app typography style guide, which served as an example for creating a style website and marketingguide for the materials. I used WCAG guidelines and colour contrast analyzer tool to ensure the best possible experience for all users.
Colour coding benefits from psychologial perseption of particular colour. Choice of complimentary blue and orange were deliberate:
Most of the illustrations were sourced from stock websites, and some were created by me from scratch to illustrate some more complex ideas.
I created tab bar icons in a style similar to the round Nunito font for consistency. Category icons were sourced from stock website, but I ensured they are similar in visual style to existing ones.
As a part of the design team I collaborated with the growth team to help promote the brand. Created an array of templates and assets for social media platforms. Additionally I worked on newsletters and other promo materials.