Brand Identity for Digital Products
We design identity for companies whose product is software. That is a narrower job than branding in general, and a different one.
A brand for a digital product has to survive places a brand book rarely anticipates. A sixteen-pixel favicon. An app icon next to its competitors on a home screen. A dark interface. A disabled button. A system notification with no control over the typography at all.
We design the identity and then apply it inside the product, because that is where people actually encounter it. If the identity only works on a presentation slide, it is not finished.
What We Design
Not every project needs all of this. These are the parts we go deep on when a product calls for them.
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Visual identity
Logo, wordmark and the marks that go with them, designed at the sizes they will actually be used rather than only at hero scale.
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Colour as a working system
A palette that holds up in an interface — contrast that passes, states that are distinguishable, a dark mode that was designed rather than inverted, and semantic colours for success, warning and error that fit the identity instead of fighting it.
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Typography
A type system with a real hierarchy, licensed for web and app use, legible at interface sizes, and with a plan for the places you do not control the font.
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Product application
The identity applied to the interface, the app icon, store assets, email and the places it meets the system. This is the part most identity work hands off and most product teams then improvise.
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Guidelines
Short and usable. Written for the people who have to apply it, including developers, rather than as a document that wins awards and is never opened.
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Brand refresh
Where an identity has to evolve without the product losing recognition. Usually incremental, and usually more constrained than a rebrand.
When Teams
Come to Us
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The product outgrew its identity
The brand was made quickly at the start and the company is no longer that company.
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A raise or a launch is coming
The product has to look like it belongs in the market it is entering.
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The brand and the product look like different companies
Marketing is one thing, the interface is another, and signing up feels like changing websites.
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You have a brand and need it to work in software
An identity exists, from a studio that does not build products, and it does not survive contact with an interface. We adapt it rather than replacing it.
Send Us the Product
Send us what you have — the current identity, the product, or both. We will tell you what we would change and why, before anyone signs anything.
How We Work
What the company is, who it is for, and what it should not look like. Short and specific.
A small number of genuinely different routes, shown in context rather than on a mood board.
The chosen route developed properly — mark, colour, type, and the rules that hold them together.
The identity put to work in the interface, the app icon and the places it meets the system.
Short, usable, written for the people who will apply it.
Available while it is implemented, because that is when the unanticipated cases turn up.
Stack
- Design: Figma, with the identity built as tokens that the product can consume
- Delivery: full asset set at the sizes and formats each platform requires
- Interface application: mapped into the design system where one exists
- Accessibility: contrast checked against WCAG 2.1 AA as part of the palette work, not after it
Industries We Work In
We work with software companies and digital products across construction and PropTech, healthcare, booking and scheduling, and travel and mobility.
How We
Work Together
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Identity project
A defined engagement from discovery through to guidelines and assets. -
Identity and product application
The identity, plus the work of putting it into the interface. See -
Brand refresh
A shorter engagement adapting what exists rather than replacing it.We price every project individually. There are no packages, because the work does not arrive in packages.
Questions We
Get Asked
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No. We are a software company that designs identity for digital products, and we are good at the part where the brand has to live inside an interface. If you need campaign work, naming or a full brand strategy engagement, a specialist studio will serve you better and we will say so.
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Often the better option. Adapting an existing identity so it works in a product is a smaller, cheaper piece of work than replacing it, and it keeps the recognition you have already paid for.
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Yes. Source files, the full asset set and the guidelines are yours.
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We give you a rough estimate once we know the scope — whether it is a refresh, a full identity, and how much product application is included.