Brand and product · 2022–2023
Startup brand & design system
Building a brand, a team and an internal product simultaneously—for a startup that needed a coherent identity from its first day.
01 · Context
Brand from zero.
The company needed a professional identity while developing an internal application and expanding its team. The challenge was to build the organisation, the brand and the product in parallel without losing consistency.
02 · My role
Leading a multidisciplinary team.
- Built and led a team of approximately 20 senior specialists.
- Co-created brand strategy with company founders.
- Oversaw brand, internal communication, social media and events.
- Led UX/UI and development of an internal application.
- Coordinated external production and event partners.
03 · Process
Structure first, creativity second.
Clear workflows, ownership and a shared brand foundation allowed a broad team to move quickly without fragmentation. The system was designed to remain coherent across product UI, social communication, print and large-format event environments.
04 · Outcome
A brand system built to scale.
- Cohesive identity deployed across channels and formats.
- Internal product delivered from concept to launch.
- Consistent presence at major conferences and trade shows.
- Design culture and workflows established across the team.