Building a Sharp Identity for a Tech-First SaaS Brand
Industry
Tech / AI
Client
LIFEX
The Problem
The Problem
LIFEX (Life Experience) was a B2B SaaS startup building AI-led tools designed to enhance the quality of everyday life. The founders wanted a brand that looked tech-driven and premium, yet simple enough to scale across multiple products planned under the same parent name.
LIFEX (Life Experience) was a B2B SaaS startup building AI-led tools designed to enhance the quality of everyday life. The founders wanted a brand that looked tech-driven and premium, yet simple enough to scale across multiple products planned under the same parent name.
The project came with two main constraints: a limited scope and minimal touchpoints. The goal was to design a visual identity that could serve as a base system — something distinctive enough to anchor future sub-brands, but flexible enough to expand without heavy redesign.
The project came with two main constraints: a limited scope and minimal touchpoints. The goal was to design a visual identity that could serve as a base system — something distinctive enough to anchor future sub-brands, but flexible enough to expand without heavy redesign.
The Approach
The Approach
I started by exploring different design directions — from organic, human-centered forms to structured, geometric systems. The founders leaned toward something more engineered and system-like, reflecting their tech background.
I started by exploring different design directions — from organic, human-centered forms to structured, geometric systems. The founders leaned toward something more engineered and system-like, reflecting their tech background.
So I decided to design the wordmark from scratch, rather than rely on existing fonts. Using a 17x20 grid with diagonal cross-lines, I built the LIFEX type mark manually, ensuring every character felt balanced and consistent.
So I decided to design the wordmark from scratch, rather than rely on existing fonts. Using a 17x20 grid with diagonal cross-lines, I built the LIFEX type mark manually, ensuring every character felt balanced and consistent.
The X became the centerpiece — it represented “connection” and “experience,” and later worked as a standalone brand icon for compact applications.
The X became the centerpiece — it represented “connection” and “experience,” and later worked as a standalone brand icon for compact applications.
Color was another key decision. The founders were drawn to a specific shade of blue, which I used as an accent. I built a supporting palette of dark neutrals around it to create contrast and give the brand a mature, tech-forward feel.
Color was another key decision. The founders were drawn to a specific shade of blue, which I used as an accent. I built a supporting palette of dark neutrals around it to create contrast and give the brand a mature, tech-forward feel.
Solutions in Action
Solutions in Action
Creating the Identity System
The custom wordmark and X symbol were designed to function together or independently. The X mark could scale into app icons, profile pictures, or favicon use without losing clarity.
Creating the Identity System
The custom wordmark and X symbol were designed to function together or independently. The X mark could scale into app icons, profile pictures, or favicon use without losing clarity.
Designing for Everyday Use
Even with limited deliverables, I created a set of real-world applications to make the brand ready for launch:
Designing for Everyday Use
Even with limited deliverables, I created a set of real-world applications to make the brand ready for launch:
Metal RFID business card with engraved details and a scannable QR code.
Metal RFID business card with engraved details and a scannable QR code.
App icon and social media templates for a consistent digital presence.
App icon and social media templates for a consistent digital presence.
PowerPoint presentation deck built natively with stylized charts, gradient typography, and brand colors, so internal teams didn’t need to format every slide manually.
PowerPoint presentation deck built natively with stylized charts, gradient typography, and brand colors, so internal teams didn’t need to format every slide manually.
Branded wallpapers and merchandise like notebooks and t-shirts to bring the system into daily team use.
Branded wallpapers and merchandise like notebooks and t-shirts to bring the system into daily team use.
Deploying the Guidelines
I published the entire brand system on Standards, a digital brand guideline platform. This made it easy for their internal team, partners, and vendors to access and apply the system without passing around outdated PDF manuals.
Deploying the Guidelines
I published the entire brand system on Standards, a digital brand guideline platform. This made it easy for their internal team, partners, and vendors to access and apply the system without passing around outdated PDF manuals.
The Outcome
The Outcome
LIFEX gained a clean, confident identity that reflected its product philosophy — precise, connected, and future-ready.
The visual system made internal communication smoother and gave the founders a foundation they could expand on as they built more products. The brand’s digital-first setup also meant they could share guidelines instantly with collaborators and maintain consistency without extra oversight.
LIFEX now feels less like an early-stage startup and more like a tech company ready to scale.
LIFEX gained a clean, confident identity that reflected its product philosophy — precise, connected, and future-ready.