Digital identity is a set of digital assets needed to make a product look cohesive and recognizable everywhere: in the app, on the website, in the App Store and Google Play, on social media, or in presentations. It includes a logo, a color system in CSS variables, typography, brand guidelines, and a UI Kit.
Where Digital Identity fits in our product delivery process:
Discovery → Digital Identity → Product UI/UX Design → Development
As your technical partner with design expertise, we turn the results of the Discovery phase into a visual system that reflects the product's positioning, audience, and business goals. It becomes the foundation for further design decisions and is handed off to the UI/UX team.
Filling out the brief: product audience, competitors, brand character.
Putting together a moodboard: three visual style directions to choose from.
Conducting a reference audit: analyzing how leaders in the niche look, to understand the audience's visual expectations and build a recognizable, distinctive design.
3 concepts → final version
Developing three concepts with different styles and character, each presented as a mark, a logo, and a combined version. We run one structured round of feedback, select a concept, and refine it into the final version.
Ready files: SVG, PNG with a transparent background, dark and light versions, a monochrome variant, a minimal version for favicon.
Primary colors (2–3), neutral colors (grays, white, black), semantic colors (success, warning, error, info). Contrast checked against WCAG AA: accessibility is mandatory, not optional. Dark and light mode, if the product calls for both. HEX + RGB + HSL + CSS variables, ready to hand off to developers.
Selecting 1–2 fonts: a display font for headings and a text font for body copy. Priority goes to Google Fonts or variable fonts for fast loading.
Building a typography scale with specific sizes and spacing: H1–H6, body, caption, label, code. Checking readability on mobile and desktop screens. CSS styles ready to be added to the codebase.
An atomic library ready to hand off to development: buttons (primary, secondary, ghost, danger), inputs and forms, checkboxes, radio buttons, toggles, badges and tags, avatars, icon wrappers, spinners and loaders. Each component covers all states (default, hover, focus, disabled, error). Auto layout and Variables in Figma ensure proper component architecture.
App icon in all sizes required for iOS and Android. Favicon and OG image for the website. Branded cover templates for LinkedIn, X, or other social media. Splash screen for the mobile app. Presentation template in Figma or Google Slides for pitch decks and partner meetings.
A compact, practical document: how to use the logo (sizes, spacing, prohibited variations), color codes in all formats, typography scale, guidelines for developers. 15–20 pages in Figma.
Based on the finished Digital Identity, we design a landing page or marketing site. Structure: Hero → Value Props → How it works → Social Proof → CTA. Responsive design for web and mobile. Handed off to development (FreshTech's team or yours) or can be built on Webflow or Framer.
Logo, UI Kit, and Brand Guide in one organized file with the right architecture. Editing access stays with you. We also run a 30-minute online session explaining the structure and principles of use.
Core Figma components, ready to hand off to code. They're used at the Product UI/UX Design stage and form the foundation of the product's entire design system.
A compact Figma document for the team and contractors: logo usage rules, colors, fonts, guidelines for developers.
All logo files in SVG/PNG formats, app icons, favicon, OG image, social media templates, organized into structured folders on Google Drive. Ready for publication in the App Store, Google Play, and on the website right after handoff.
CSS variables for colors and typography: just connect them to get correct styles. Consistency is maintained without daily check-ins with the designer, and the system scales without manual updates when new features are added.
Design for a marketing site or landing page, ready for development or publication on Webflow or Framer, built on the newly formed Digital Identity.
Request: identity for a fintech startup as part of the Fintech Starter Kit, replacing a placeholder logo with no color system or UI Kit.
Result: Identity Kickoff running alongside development. Three logo concepts with a final version, a color system with dark mode, a UI Kit for developers, an App Store icon, an OG image, and a pitch deck template for the first round of negotiations.
Request: a separate digital identity for the company's new SaaS product, aligned with the company's corporate brand.
Result: Identity Essentials built around the corporate guidelines. A logo that connects with the main brand while also working on its own, a color system for a dark UI, typography, app icon, Mini Brand Guide.
Request: a full redesign of the startup's visual identity ahead of a public launch and first round of fundraising.
Result: Identity Full: a new logo, a color system with light and dark modes, a UI Kit, an updated App Store listing with new screenshots, a landing page design for the launch campaign, and a pitch deck template for investor negotiations.
