Brand Identity & Digital Presence
Client: FreshWall
Role: Art Director, Designer, Brand Strategist, Copywriter
Project Type: Branding Identity, Messaging, Website & Visual Guidelines
Overview
FreshWall is a startup software company helping power-washing businesses streamline administrative tasks through an easy-to-use digital platform. The company’s early presence lacked visual identity and a clear message, resulting in missed opportunities to communicate value and build trust with potential users. The objective of this project was to establish a foundational brand system and digital presence that positioned FreshWall as a professional, intuitive technology solution designed for hardworking exterior cleaning professionals.
My Role
Led brand strategy, naming language, and messaging architecture.
Directed all visual identity development.
Designed logo system, color palette, and typography.
Wrote and developed brand voice, taglines, and messaging.
Designed website direction and landing page layouts.
Created brand style guidelines and foundation for future product UI.
Problem
FreshWall had no recognizable branding and no framework to communicate what the software actually did. The initial landing page lacked messaging clarity, visual identity, and a strong call to action, resulting in a disconnect between the product’s real value and the first impression provided to potential customers. The challenge was to build a complete end-to-end identity that felt modern, professional, and tailored to the realities of blue-collar service businesses.
Before
Landing Page
Color Palette
After
Typography
Logo
App Icon
Research & Insight
I conducted competitive research on job-management platforms and discussed business goals directly with the founder to clarify positioning, audience motivators, and product vision. Through these conversations and persona exploration, several insights became clear:
FreshWall needed a brand that spoke directly to blue-collar professionals, not generic tech users.
The audience values tools that save time, not software jargon.
Visual direction needed to feel practical, strong, and professional.
Inspiration could be pulled from construction signage, modern tech aesthetics, and straightforward calls to action.
These insights shaped the voice and visual tone to be simple, instructional, confident, and worker-focused.
Design Approach
Brand Strategy – Defined core value proposition and messaging that speaks to efficiency, organization, and control of daily business tasks.
Visual Identity – Established a bold logo system, structured typography, and a modern color palette inspired by construction materials and clean-tech design.
Messaging Framework – Developed clear, benefit-driven language and call-to-action phrasing focused on saving time, simplifying admin, and helping businesses scale.
Website Direction – Redesigned landing page direction to highlight product benefits, demonstrate platform functionality, and immediately communicate why the software matters.
Brand Guidelines – Built a foundational style guide including logo usage, visual rules, voice guidance, icon system, and layout direction to support future design and product development.
Outcome
The new identity created a stronger, more professional presence and established FreshWall as a credible software product within a traditionally under-served trade. The brand now clearly communicates its value, speaks directly to its audience, and provides structure for future product development. Stakeholders expressed confidence that the brand now represents their vision and supports their long-term business goals.
Reflection
This project taught me the full end-to-end process of building a brand system from the ground up, including strategy, visual identity, messaging, and digital application. Working closely with a startup founder strengthened my approach to collaboration and client communication, while the technical design process in Figma helped prepare deliverables for developers and future product build-out.