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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
I contributed to OK’s app visual design and user experience, building a scalable design system, and streamlining processes to enhance collaboration between designers and engineers.
I helped design a scalable e-commerce platform for ROCKWOOL, making ordering, multi-brand management, and logistics more efficient.
From a school assignment to Suztain’s new visual identity, now showcased across their packaging, both online and in physical stores like the Danish variety chain Normal.
