Brand identity design for SaaS and AI startups
I design brand identities for SaaS, AI and fintech startups: logo, color, typography, art direction and the system that holds them together. Then I carry the brand through to the website and product, where most identities fall apart.
Recent identities include Glanceable, Bravi, Kulipa and GetMint, for companies selling to enterprise buyers, manufacturers and fintechs.
/WHY_SAAS_IS_DIFFERENT
Why branding a SaaS company is different
A SaaS brand has to speak to two audiences at once: the senior buyer who needs to trust you, and the users who live in your product every day. It often has to explain a new category too. And most of the time, the brand people see is your product interface, not your logo.
So I design brands as systems with two registers: calm and consistent for everyday surfaces like the product and documentation, expressive for brand moments like launches, ads and events.
/DELIVERABLES
What a brand identity project includes
Every project is scoped to what you need, but a full identity usually includes:
- Logo and logo system for every size and context
- Color palette with scales built for interfaces, not only for print
- Typography system with primary and fallback typefaces
- Art direction: photography, illustration or 3D, with reusable AI prompts when useful
- Patterns, motion principles and product visuals
- Brand guidelines your team and partners can follow
/EXPLORATION
From several directions to one system
I start with a few distinct creative directions, each with its own logic, then refine one with you. For Glanceable, three directions led to a workshop with the founders and a final identity that combined two of them, documented in 30+ pages of guidelines.
Feedback is material, not a verdict. Some of my strongest identities came from a second round built on precise client notes.
/BEYOND_THE_LOGO
A brand that survives contact with the website
Many identities look great in a presentation and fall apart on the first landing page. Because I also design and build websites, I test the brand on real pages early and deliver it with the components to use it. See SaaS website design.
/PROCESS
How a project runs
- 01
Strategy
Positioning, audiences, competitors and the role the brand has to play.
- 02
Directions
A few distinct creative directions, presented with real applications.
- 03
System
The chosen direction refined into a complete, documented identity.
- 04
Rollout
Website, product touchpoints and launch assets, so the brand is used right from day one.
/FAQ
Frequently asked questions
Rebrand or refresh: which one do we need?
A refresh keeps your recognizable assets and fixes consistency, a rebrand changes the positioning and the visual system. If your company has outgrown its brand, like Kulipa after its launch phase, a rebrand is usually worth it.
How many concepts do you present?
Usually a few distinct directions, each argued and shown on real applications, rather than many variations of the same idea.
What do we receive at the end?
The logo files in every format, color and type specifications, brand guidelines, templates and assets agreed in the scope, plus the design tokens for your website and product.
Can you also design our website with the new brand?
Yes, and it is the best way to make sure the identity works in practice. Most of my brand projects continue into the website.
/MORE
Other services
Have a project in mind?
Tell me where you are and what you need. I reply within a day, usually with a few questions and a time to talk.