8/21/25
•
Tobias Candela
Reviu
Reviu
Goal
The goal was to craft a comprehensive brand identity, encompassing the logo, color palette, typography, illustration style, and usage guidelines. Since the brand would primarily be present online, the identity was designed mainly to be applied to Reviu’s web application. Alongside the visual system, I developed the full UI/UX to ensure consistency between brand expression and digital experience.
Goal
The goal was to craft a comprehensive brand identity, encompassing the logo, color palette, typography, illustration style, and usage guidelines. Since the brand would primarily be present online, the identity was designed mainly to be applied to Reviu’s web application. Alongside the visual system, I developed the full UI/UX to ensure consistency between brand expression and digital experience.
Goal
The goal was to craft a comprehensive brand identity, encompassing the logo, color palette, typography, illustration style, and usage guidelines. Since the brand would primarily be present online, the identity was designed mainly to be applied to Reviu’s web application. Alongside the visual system, I developed the full UI/UX to ensure consistency between brand expression and digital experience.
Problem
Reviu’s challenge was to develop a visual identity that stood out in the crowded creative market. They needed a system that felt distinctive while balancing playfulness with a sense of warmth and approachability.
Problem
Reviu’s challenge was to develop a visual identity that stood out in the crowded creative market. They needed a system that felt distinctive while balancing playfulness with a sense of warmth and approachability.
Problem
Reviu’s challenge was to develop a visual identity that stood out in the crowded creative market. They needed a system that felt distinctive while balancing playfulness with a sense of warmth and approachability.
Insight
From a detailed market analysis, the main insights that came up were:
Feedback over exposure: Creatives want constructive reviews, not just likes.
Playful but welcoming: The identity must feel approachable without losing professionalism.
Community first: Users value reciprocity and inclusion over competition.
Confidence matters: Onboarding and tone need to be lowered to reduce anxiety and encourage contributions.
Insight
From a detailed market analysis, the main insights that came up were:
Feedback over exposure: Creatives want constructive reviews, not just likes.
Playful but welcoming: The identity must feel approachable without losing professionalism.
Community first: Users value reciprocity and inclusion over competition.
Confidence matters: Onboarding and tone need to be lowered to reduce anxiety and encourage contributions.
Insight
From a detailed market analysis, the main insights that came up were:
Feedback over exposure: Creatives want constructive reviews, not just likes.
Playful but welcoming: The identity must feel approachable without losing professionalism.
Community first: Users value reciprocity and inclusion over competition.
Confidence matters: Onboarding and tone need to be lowered to reduce anxiety and encourage contributions.
Strategy
The strategy was to create a modular identity system that could be applied flexibly across both brand and product. The visual language had to combine playful illustration and color choices to reflect creativity, with a clear typographic and layout system to maintain usability and consistency, mainly in the web app. This duality allowed Reviu to feel unique and expressive without compromising on clarity.
On the product side, the UI/UX was designed to embed these identity choices into the platform’s core experience: friendly onboarding flows, approachable tone of voice, and interface patterns that reduce anxiety and encourage contribution. By aligning the identity and the product design, Reviu could deliver a community space that feels cohesive, inclusive, and memorable.
Strategy
The strategy was to create a modular identity system that could be applied flexibly across both brand and product. The visual language had to combine playful illustration and color choices to reflect creativity, with a clear typographic and layout system to maintain usability and consistency, mainly in the web app. This duality allowed Reviu to feel unique and expressive without compromising on clarity.
On the product side, the UI/UX was designed to embed these identity choices into the platform’s core experience: friendly onboarding flows, approachable tone of voice, and interface patterns that reduce anxiety and encourage contribution. By aligning the identity and the product design, Reviu could deliver a community space that feels cohesive, inclusive, and memorable.
Strategy
The strategy was to create a modular identity system that could be applied flexibly across both brand and product. The visual language had to combine playful illustration and color choices to reflect creativity, with a clear typographic and layout system to maintain usability and consistency, mainly in the web app. This duality allowed Reviu to feel unique and expressive without compromising on clarity.
On the product side, the UI/UX was designed to embed these identity choices into the platform’s core experience: friendly onboarding flows, approachable tone of voice, and interface patterns that reduce anxiety and encourage contribution. By aligning the identity and the product design, Reviu could deliver a community space that feels cohesive, inclusive, and memorable.
Process
The process began with the creation of the Reviu Brand Strategy, a foundational document that guided all design decisions. This strategy defined the core of the brand by clarifying its purpose, vision, values, and personality. The goal was to ensure that the identity was not only visually appealing but also aligned with the long-term direction of the project. It also examined the target audience and their motivations, capturing what creatives expect from a feedback-first platform. From this research, we shaped the brand positioning and tone of voice, making clear how Reviu should be perceived in relation to competitors.
With these foundations in place, the strategy evolved into a set of visual guidelines that included the logo system, color palette, typography, illustration style, and principles for consistent usage. Each choice reflected the essence of the brand: playful but professional, welcoming yet distinctive. These guidelines served as the bridge between strategy and execution, ensuring coherence across every touchpoint, from the web application interface to external communications.
The visual system started with the creation of a moodboard that captured the atmosphere and direction of the identity. The moodboard brought together visual references for color, typography, and style, serving as a creative compass for the design phase. It distilled the strategic insights into a clear visual language and ensured every choice aligned with the intended balance of playfulness and professionalism.
From the moodboard exploration, I decided to introduce an animal character as the central element of the identity. The goal was to embody values such as friendliness, approachability, and warmth, while also creating a visual anchor that would make the brand instantly recognizable. This choice connected directly to the insights uncovered in the strategy process, ensuring the identity was not just decorative but carried meaning and emotional resonance.
So I started sketching on paper some ideas, until I came up with this one that I liked:
From there, I sent the image to Illustrator to vectorize it and started exploring some variations. At this step, I was trying to choose the right font and text style for the identity with some rough sketches.
But in the end, I ended up choosing a more easy-to-read and approachable one:
From there, I chose the right color palette, typography, and some custom illustrations, which you can see next.
Once the identity was ready, I started to apply it to the web platform design. The process followed like:
Wireframing of the user flow.
Copy based on the Brand Strategy document tone of voice.
First rough sketches of the home page on paper to find the right structure fit.
Creation of the first components in Figma.
Design of the project in Figma.
The request was to make only the interface for the web desktop. You can check the result here.
Process
The process began with the creation of the Reviu Brand Strategy, a foundational document that guided all design decisions. This strategy defined the core of the brand by clarifying its purpose, vision, values, and personality. The goal was to ensure that the identity was not only visually appealing but also aligned with the long-term direction of the project. It also examined the target audience and their motivations, capturing what creatives expect from a feedback-first platform. From this research, we shaped the brand positioning and tone of voice, making clear how Reviu should be perceived in relation to competitors.
With these foundations in place, the strategy evolved into a set of visual guidelines that included the logo system, color palette, typography, illustration style, and principles for consistent usage. Each choice reflected the essence of the brand: playful but professional, welcoming yet distinctive. These guidelines served as the bridge between strategy and execution, ensuring coherence across every touchpoint, from the web application interface to external communications.
The visual system started with the creation of a moodboard that captured the atmosphere and direction of the identity. The moodboard brought together visual references for color, typography, and style, serving as a creative compass for the design phase. It distilled the strategic insights into a clear visual language and ensured every choice aligned with the intended balance of playfulness and professionalism.
From the moodboard exploration, I decided to introduce an animal character as the central element of the identity. The goal was to embody values such as friendliness, approachability, and warmth, while also creating a visual anchor that would make the brand instantly recognizable. This choice connected directly to the insights uncovered in the strategy process, ensuring the identity was not just decorative but carried meaning and emotional resonance.
So I started sketching on paper some ideas, until I came up with this one that I liked:
From there, I sent the image to Illustrator to vectorize it and started exploring some variations. At this step, I was trying to choose the right font and text style for the identity with some rough sketches.
But in the end, I ended up choosing a more easy-to-read and approachable one:
From there, I chose the right color palette, typography, and some custom illustrations, which you can see next.
Once the identity was ready, I started to apply it to the web platform design. The process followed like:
Wireframing of the user flow.
Copy based on the Brand Strategy document tone of voice.
First rough sketches of the home page on paper to find the right structure fit.
Creation of the first components in Figma.
Design of the project in Figma.
The request was to make only the interface for the web desktop. You can check the result here.
Process
The process began with the creation of the Reviu Brand Strategy, a foundational document that guided all design decisions. This strategy defined the core of the brand by clarifying its purpose, vision, values, and personality. The goal was to ensure that the identity was not only visually appealing but also aligned with the long-term direction of the project. It also examined the target audience and their motivations, capturing what creatives expect from a feedback-first platform. From this research, we shaped the brand positioning and tone of voice, making clear how Reviu should be perceived in relation to competitors.
With these foundations in place, the strategy evolved into a set of visual guidelines that included the logo system, color palette, typography, illustration style, and principles for consistent usage. Each choice reflected the essence of the brand: playful but professional, welcoming yet distinctive. These guidelines served as the bridge between strategy and execution, ensuring coherence across every touchpoint, from the web application interface to external communications.
The visual system started with the creation of a moodboard that captured the atmosphere and direction of the identity. The moodboard brought together visual references for color, typography, and style, serving as a creative compass for the design phase. It distilled the strategic insights into a clear visual language and ensured every choice aligned with the intended balance of playfulness and professionalism.
From the moodboard exploration, I decided to introduce an animal character as the central element of the identity. The goal was to embody values such as friendliness, approachability, and warmth, while also creating a visual anchor that would make the brand instantly recognizable. This choice connected directly to the insights uncovered in the strategy process, ensuring the identity was not just decorative but carried meaning and emotional resonance.
So I started sketching on paper some ideas, until I came up with this one that I liked:
From there, I sent the image to Illustrator to vectorize it and started exploring some variations. At this step, I was trying to choose the right font and text style for the identity with some rough sketches.
But in the end, I ended up choosing a more easy-to-read and approachable one:
From there, I chose the right color palette, typography, and some custom illustrations, which you can see next.
Once the identity was ready, I started to apply it to the web platform design. The process followed like:
Wireframing of the user flow.
Copy based on the Brand Strategy document tone of voice.
First rough sketches of the home page on paper to find the right structure fit.
Creation of the first components in Figma.
Design of the project in Figma.
The request was to make only the interface for the web desktop. You can check the result here.
Outcome
The outcome was:
A complete Brand Strategy.
A complete Brand Identity with logo, color palette, illustrations, typography, and guidelines.
A full UI/UX design of the Reviu web platform.
Outcome
The outcome was:
A complete Brand Strategy.
A complete Brand Identity with logo, color palette, illustrations, typography, and guidelines.
A full UI/UX design of the Reviu web platform.
Outcome
The outcome was:
A complete Brand Strategy.
A complete Brand Identity with logo, color palette, illustrations, typography, and guidelines.
A full UI/UX design of the Reviu web platform.