Case Study —
Sonable Branding
I worked on developing the branding, tone, and iconography for Sonable, a startup focused on AI solutions. My goal was to create a cohesive identity that captured their innovative spirit while ensuring it was approachable and impactful for their audience.
Roles
UX Designer
Team
Small startup of 4 people
Skills
- Graphic design
- Branding
- Human interface design
- Design systems
- Research
- Product strategy
- Art direction
Timeline
October 2024 - Decemeber 2024
Context
Laying the Foundation for a Scalable Brand
A fast-moving startup approached me to create interfaces and help develop their brand identity that would scale alongside their ambitious 0 → 1 product. With no existing design foundation, I led the effort to establish a visual and strategic framework that would define their presence in the market while they sought funding.
Challenge
Balancing Trust, Innovation, and Scalability
The startup needed a brand that felt trustworthy yet innovative—something that resonated with early adopters while remaining flexible enough for future growth. Balancing uniqueness with scalability was key, and this challenge extended into the UI design and system components I later developed for their app.
Approach & Process
Crafting a Scalable Brand Identity
I started by conducting a competitive audit to understand the visual and tonal landscape of their industry. Through stakeholder workshops, we refined the brand’s core values, which became the foundation for design decisions. The process included:
- Visual Identity Development: Crafted a logo, color palette, and typography system that aligned with the startup’s mission.
- Brand Voice & Guidelines: Established a tone that felt approachable yet professional, ensuring consistency across all touchpoints.
- Design System Foundations: Built reusable patterns that informed both the brand assets and the UI components for their 0 → 1 product.
- Iterative Refinement: Worked closely with leadership, iterating based on feedback while maintaining design integrity.
Constructing a Logo
Working through visual identity development
The logo exploration centered around an "S" shape and soundwave-inspired forms, refining curves and symmetry to achieve a balanced, versatile mark. Every iteration considered adaptability across web, app, and print, ensuring clarity at any scale. Attention to detail in weight, spacing, and negative space helped create a design that felt cohesive and dynamic in any context.
Outcome
Building a Cohesive and Lasting Identity
The branding work set a strong foundation for the startup’s identity, guiding not just marketing materials but also the overall product design. The design system streamlined future development, ensuring cohesion across screens while reducing inconsistencies. While the specific UI screens remain under NDA, the branding decisions influenced every aspect of the final experience.