Brand Identity & UI Design
Designing an identity and short-term website for an emerging brand
Company
mavenverse
Role
Design System
UI Design
Team
Olivia Georgalas
Joshua Teixeira (Strategy)
Muhammad Fahim Raza (Web Development)
Duration
July 2025-
Dec 2025
(5 months)
Tools
Figma
Illustrator
Mural
Disclaimer: The following brand language and design developments occured under my consultation with mavenverse and may not be currently in use by the company.
mavenverse is a digital platform that connects brands and passionate communities, making every partnership real, measurable and trusted.
So, how can we build excitement for a tech product online meant to connect people offline?
This category details the step-by-step approach taken during the project.
Developed a series of artistic concepts to narrow down design direction
Used information about the brand to create a simple brand kit and design system for internal and externals decks, as well as marketing collateral.
Worked with the team's strategist and developer to translate brand messaging into an informational 4-page site.
Design Directions
Intro
Design Direction: Joy!
Adjectives: joyful, fun, edgy, bold, creative, current/trendy
Archetype: Primary - Creator, Secondary - Jester
Concept: The bright colors and bold type of this concept amplifies the loud and bold voice of the mavenverse. It cements the brand as being design-forward, youthful, and in-touch while being visually captivating. It also shows clients that we put effort into visibility in ways that would benefit them as well.
Design: Bold colors (green pink purple blue), type-focused, high contrast
Design Direction: Astral
Adjectives: spiritual, energetic, soulful, ethereal, wise, intimate, calm/soothing, metaphysical connection, cosmic, self-aware
Archetype: Sage
Concept: Explore the “verse” of mavenverse. Uses the concept of space to symbolize the innate connectivity of the universe and how connection is invaluable to human growth and happiness.
Design: Purples and blues, organic shapes, gradients, dark backgrounds, psychedelic, interpretive/abstract
Design Direction: Campfire
Adjectives: warm, human, connective, natural, earthy, nostalgic
Archetype: Primary - Explorer, Secondary - Outlaw
Concept: Sitting around a campfire has been a significant way to connect with others for 2 million years when man discovered fire. Positioning mavenverse as the campfire exemplifies the brand’s position as a vessel for brands and communities to connect.
Design Features: Warm colors, natural motifs, orange yellow brown green, patchwork, linocuts, stamps, patches, flags
Exploration Results
The favorite among these concepts was "Joy." The aesthetic captured the feeling that the brand wanted to evoke: brightness, excitement, and energy.
Color
"Mojito" was established as the brand's primary color. The bright neon green stood out in contrast with the rest of the color palette and evoked the unique, in-your-face, not your mother's marketing startup that was so integral to the brand's core messaging.
Typography
Typescale
Delivery
The resulting brand and web design created a cohesive starting point for the brand's identity.
Brand Package
Delivered color and typography rules, along with brand language and photography rules.
Functional Website
Designed a responsive 4-page website and collaborated with a web developer to translate the prototype into a fully coded site. Oversaw micro-interactions and responsive layout consistency, while identifying and resolving bugs before and after launch.