2023-2025 · Social platform
Sweemee, Branding
The identity started with the product.
The identity and its purpose
I established Sweemee’s typography, colour and visual tone as its founding designer, then extended that language into product components, marketing work and logo motion.
The brief
I joined as the first designer before a brand identity or design system existed. I owned early decisions from the logo to the structure of core product flows.
Building a visual language
I shaped the typography, colour and visual tone, then established an atomic design system. The brand and interface developed together across web and mobile.
Brand expression and motion
I extended the identity into marketing work and motion, keeping the visual language people saw outside the product consistent with the experience inside it.