Project whyser

Corporate identity system for tech start-up

A bachelor thesis project for Whyser, a female-led tech startup. The concept defines a modern and approachable brand persona and a visual identity designed to reflect it, parts of which were later implemented by the company.

Client: Whyser

Timeline: Sep 2020 -- Jan 2021

Industry: SaaS

About the project

As part of my bachelor thesis, I developed a comprehensive corporate identity for Whyser, a tech startup offering an online SaaS platform that helps leaders collaborate with their teams on business strategies. Working closely with the company’s founders, I crafted Whyser’s brand persona as an approachable, modern, and human identity, and designed a visual identity system that reflects this character. By defining the brand’s voice and visual language, the goal was to create an authentic, inclusive, and consistent experience across all touchpoints.

The concept was partially implemented by the company, showcasing its real-world relevance and impact. This project received significant attention online, becoming one of my most well-received case studies, with over 500 likes and 12,000 views on Behance, and led to several inquiries for similar work.

Shaping identity system

Defining the brand, Values, & Tone of voice

Whyser is a SaaS platform designed to help leaders in mid-sized companies craft, plan, and manage business strategies collaboratively with their teams. As a female-led company, Whyser challenges the stereotype of traditional, male-dominated tech brands by embracing a down-to-earth, human-centered approach. Building on this foundation, I developed a brand concept that embodies a modern, fresh, and approachable personality.

If Whyser were a person, she would be a confident yet approachable woman in her forties, someone who is fun, friendly, and professional. She values clear and persuasive communication, avoids unnecessary jargon, and fosters an inclusive environment where everyone feels valued.

Whyser’s tone of voice is open, authentic, and engaging, deliberately moving away from a stiff corporate tone to create a genuine connection with its audience. This distinctive personality positions Whyser as relatable, quirky, and human, setting it apart in the competitive tech industry.

Color palette

The color palette was designed to reflect the brand’s modern, dynamic, and approachable personality while making it memorable and visually striking. The bright color spectrum aligns with the dynamic nature of the tech industry, making the brand feel more contemporary and relevant in a crowded market.

Gradients, a key feature of the brand’s visual style, bring movement and depth, adding an extra dimension to both imagery and typography. However, they’re used sparingly to ensure they don’t detract from the clarity of the overall design.

Typography

Typeface Davis Sans, a modern and clean sans-serif font chosen for its readability and versatility across both web and print materials. Its simple yet contemporary design perfectly aligns with the brand’s modern and approachable personality.

Logo design

Whyser’s logo is the core expression of the brand identity, consisting of a logomark and wordmark. The primary logo is used across most touchpoints to maintain consistency and brand recognition. In cases of limited space or when the brand name is already displayed, the secondary logo (the logomark alone) is used for a more streamlined appearance.

Iconography

Our iconography is designed to align seamlessly with our typography, enhancing brand recognition. Icons feature curved edges with bold outlines, creating a cohesive visual language. A combination of gradients and solid colors from our palette adds depth and vibrancy, ensuring icons are distinctive, modern, and instantly recognizable.

Photography & Illustration

Photography aims to evoke an authentic connection with the audience by capturing real moments with real people. The tone is warm, inviting, and emotive, making viewers feel like natural witnesses to the scene. Images are selected to be genuine and relatable, reinforcing the brand’s human-centered values.

To create a friendly and distinctive feel, photographs are framed with both rounded and sharp edges. Photography is often paired with simplified software illustrations, highlighting specific features to reinforce the message. Illustration serves as a creative tool to express abstract concepts and platform features in a direct, clear manner, complementing the photographic style and providing flexibility in storytelling.

Shapes

The use of blurry gradient blobs in the background adds an organic and dynamic feel to the layouts, creating visual interest and depth. These elements enhance the overall design, giving it a modern, fluid quality.

Creating digital experience

Website design

The brand elements seamlessly come together on the landing page, creating a cohesive and engaging experience that tells the brand’s story while establishing a distinctive and memorable identity.

Software application design

In designing the software application, the visual identity was adapted to complement the platform’s primary function as a productivity tool while staying true to the brand’s distinctive personality.

The design strikes a balance between the brand’s bold, dynamic elements and a more toned-down approach, reflecting the focus on functionality and usability.

The goal was to create a visually engaging experience that aligns with Whyser’s modern and approachable identity without overwhelming the user. To enhance clarity and user experience, Inter, a legible font family designed for screen use, was selected for the interface. The color palette follows the brand guidelines with adjustments made for the interface, incorporating new grayscale colors for balance and structure. This ensures the software remains both user-friendly and visually cohesive.

Additionally, two themes, light mode and dark mode, were designed to offer flexibility and optimize the user experience in different environments, while still reflecting the core visual direction and personality of the brand. This approach creates a seamless integration of brand identity and user interface, maintaining a balance between visual appeal and functionality.

A project that resonated

This case study on Behance has been one of my most well-received projects, garnering over 500 likes and nearly 12,000 views. The positive response from the design community and the inquiries I received about identity design were incredibly rewarding, though I had to turn down opportunities at the time due to full-time commitments. This success was a great affirmation of the approach I took with the project.