Nodal
Client:
Nodal
Industry:
Technology
Starting point
The team had an early product vision but no visual foundation. Messaging, tone, and design direction were all in a loose state, which made it tricky for them to communicate what they offered. My first step was to understand the product’s purpose, audience, and competitive landscape so I could anchor the design decisions in something real instead of guesswork.
Problem solving
The biggest challenge was translating a complex technology into something that felt simple and human. I explored multiple visual pathways, tested structure based motifs, and refined ideas that could express clarity without leaning on tired tech clichés. Through iteration and feedback, the strategy became about organizing complexity rather than decorating it.
Implimentation
Once the direction was set, I built a complete visual system that included the logo, typography, color, iconography, and layout rules. Each element was designed to work together across screens, presentations, and marketing materials. I created guidelines that made the identity easy to use for both the internal team and their external partners.
Results
The final identity gave the startup a sharper sense of purpose and a consistent way to show up in the world. The new system improved user understanding, strengthened investor presentations, and created a unified look that could scale as the company grows. It turned scattered visual efforts into a cohesive brand experience.
