SetSail had a new product that they were looking to reveal in a big way. HUSL was asked to create a new brand identity and position them as leaders in the “AI-powered work incentive” space.
Our design team got to know SetSail and their user’s goals. We aimed to develop a comprehensive brand identity for digital and print.
Our process guided them through a project discovery, brand research/exploration/delivery, print design, marketing collateral, custom icons and illustrations, and responsive website design.
Unifying the brand
We kept the overall brand simple to reflect how easy their product is to use, and give them a modern/timeless design aesthetic. Their logo mark plays off the discovery and wayfinding concept of sailing. Bright colors, bold contrasts, clean typography, sleek and simple illustrations, curvy design elements, and a minimalist approach to their layout provides the SetSail brand a cohesive system to work with.
Designing the UI
The SetSail UI leverages a scalable design system that provides a clear visual hierarchy, clean design aesthetic, bold use of color, sophisticated typography, custom icons and illustrations, re-designed product UI showcases, and a unified look and feel for their blogs and resources. We opted to exclude any use of photography for their site to drive home the simple visual design aesthetic and be able to represent their product and solutions in a conceptual way. We included micro-interactions to enhance the user experience and elevate the minimalist design treatments.