Flytta
Brand and product design for a mobility startup
- Client
- Flytta Innovations
- Role
- UI/UX & Brand Designer
- Year
- 2021 — 2023
- Tools
- Brand, Mobile
A mobility startup finding its voice alongside its product.
Flytta Innovations needed both a recognisable brand and a shippable product at the same time — the common startup dilemma where brand work and product work compete for the same airtime. I led both tracks, treating the brand as the operating system the product would live on.
Brand as product decision, not marketing decoration.
The brand system — identity, tone, visual language — was designed as a set of decisions the product team could live with. Brand guidelines specified behaviour (how buttons animate, how errors sound), not just logos and colours.
- Identity, type system, and illustration language
- Product UI on mobile and web, mapped to the brand foundation
- Design guidelines handbook for onboarding new designers
- Mentorship of junior designers to scale design throughput
Ship the brand by shipping the product.
Instead of a brand book that no one opens, we seeded the brand into the first set of screens and iterated from there. Every component was a brand decision in miniature. Junior designers were pulled into decisions early so ownership was shared, not handed down.
Brand and product shipping in lockstep for two years.
Over two years the brand evolved with the product across mobile apps, web surfaces, and marketing collateral — held together by guidelines that other designers could extend without me in the room. The mentorship component meant design throughput scaled with team size, not designer size.
Reflection“At a startup, brand is product and product is brand. Keep them on the same roadmap or both suffer.”
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