Designing Identities That Leave a Mark
Building an identity means laying down the foundation and blueprint for how a brand interacts with its audience, whether it’s the colour of their packaging, a song in their ad, or an employee speaking about the brand. It’s the sum of all these touchpoints that creates a lasting impression.
At different stages, I’ve had the chance to either set this foundation for a brand or strengthen an existing one. Both challenging. Both equally fun.
Here are three such journeys.
Reimagining a Legacy for Jalan Group
Jalan Group is a well-known name in the construction business. But a dated identity was holding them back from making the bold statement that matched their new-age leadership. Their projects and approach had evolved with a fresh outlook, and the brand identity needed to echo that shift.
We explored several directions, some celebrating strength, others rooted in legacy, and still others focused on growth. The challenge was balancing these aspects without losing their core values.
The final identity brought them together in a minimalist system: a bold, type-based design anchored by a striking orange circle — a colour that had quietly stayed with the group since its inception. This orange ‘stamp’ became a symbol of continuity and confidence, helping the group carry their legacy forward while making space for the new.
Designing an Identity That Makes Saving Fun
Deciml is a round-up investing app that enables Indians to start investing young, by saving spare change from online transactions.
From inception to prototype, we worked on finding a way to make saving aspirational for an audience that didn’t have investing on their radar.
The logo drew from the idea of pocket change. Simple, friendly, and paired with the cheerful ‘cha-ching’ sound on app launch.
The hardest part wasn’t just the design, it was finding the right brand personality.
Approachable
Accessible
Trustworthy
For the investor, we’re here to make your investing experience more comfortable.
For the first-time investor, we’re here to help your investing journey get started.
For the curious investor, we’re here to inform and engage you.
For the confused investor, we’re here to reassure and empower you.
Making Finance
Feel Friendly
Credilio is a fintech company aiming to simplify personal finance through a network of credible financial advisors. The task here was to create a visual identity that felt both reliable and approachable, a tricky balance for a finance brand.
We drew the logo from the letter ‘C’, using smaller pixel-like forms to represent users, agents, and the platform itself, all coming together like a magnet.
The result was an identity system that reflected Credilio’s community-driven ethos, while staying fresh and youthful enough to connect with a younger audience exploring personal finance for the first time.
This project was developed and run alongwith the awesome team at Out And Out Design.
I do not claim ownership of any content used and share credit with the team.