WiseOffices

Brand identity expansion and application

Expanding the identity of a startup from its raw brand assets to a complete and comprehensive package of deliverables.

An updated visual identity to accompany a company’s SaaS as it joins the web ecosystem.

WiseOffices is a SaaS platform that allows companies and employees to book, control, and analyze any type of office space, from meeting rooms and workstations to parking spots, lockers, and auditoriums. At the time of this project, their product was heavily focused on the booming hybrid work model, helping companies manage a mix of on-site and remote employees.

As a fast-growing, 2-year-old startup, their product was maturing rapidly, but their brand was not. Their digital presence was a chaotic patchwork of inconsistent visuals, created by different people at different times. This unprofessional "look" was actively undermining the quality and trustworthiness of their software.

I joined a design team, which included senior designers, to solve this problem. Our team's task was twofold.

Team objectives:

Audit the existing brand assets (logo, colors, illustrations) and develop a clear and consistent set of guidelines for their application.

Unify the brand's voice and aesthetic across all channels to build trust and elevate their professional image.

My specific role was to execute key parts of this new system.

My responsibilities:

Collaborating on the design of a Key Visual and the new social media post templates.

Taking the lead on designing email marketing templates and ebook layouts.

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A visual system of humanized tech

Our team's first step was to audit the brand's unique DNA and build upon the client’s brief. The assets were unconventional for a B2B platform: a vibrant 7-color palette with no single primary color, and a set of playful geometric avatars called Squad Buddies.

The brand's mandate was to be "humanized" and avoid a cold, corporate feel. However, these playful assets were being used chaotically, which often made the brand feel immature and undermined the seriousness of their software.

Our team's solution was to create a system of balance. We would control the playful elements with a strong, professional foundation built on expansive white space, strict typographic rules, and a clear, grid-based layout. This ensured consistency, while the "Squad Buddies" and bright colors were re-designated as intentional accents to humanize the content.

To anchor this new "humanized tech" direction, we designed a conceptual Key Visual built around their tagline, “Transforme seu workplace em uma vantagem competitiva” (transform your workplace into a competitive advantage).

Impact and project takeaways

Under the guidance of my seniors, I was able to contribute with assets that were very important to the team’s successful effort to unify the WiseOffices brand. Our work elevated their professional image and empowered their internal marketing team to move faster and launch campaigns with more brand consistency, finally matching the quality of their software with an equally high-quality brand presence.

Personal takeaways

This project was a great experience in high-level collaboration. Working alongside senior designers, I learned how to analyze a brand’s core DNA and translate it into a complete and consistent visual system. That taught me how much design is about amplifying a brand to confidently communicate in its own, unique voice.

NEXT PROJECT

School of Architecture and Design at UFMG

UI/UX and Web Design

Solving core usability issues through an updated information architecture and a new visual design system.

NEXT PROJECT

School of Architecture and Design at UFMG

UI/UX and Web Design

Solving core usability issues through an updated information architecture and a new visual design system.

NEXT PROJECT

School of Architecture and Design at UFMG

UI/UX and Web Design

Solving core usability issues through an updated information architecture and a new visual design system.

About me

My work