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Designed a simple and modern visual identity concept for a fictional startup. The project includes a logo concept, color direction, typography and social media branding designed to create a consistent and professional appearance.
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I'm exploring a new concept for the Telehealth product. Which one would convert better?
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Variant 1 looks great! 🤩
FOCU — Artisan Calabrian Gelato
FOCU is an artisan gelato brand rooted in the flavors and memory of Diamante, Calabria. Each jar carries a piece of the southern coast — bitter bergamot, sharp citrus, dark wild fig — translated into a bold, unapologetic visual identity. The name comes from the Calabrian dialect word for “fire” and “heat”: a deliberate choice to create a powerful contrast with the cold nature of gelato, sparking curiosity and surprise in the consumer.
The Design System: The brand system pairs a groovy pop aesthetic with a monochromatic color logic: one flavor, one color, one jar. Boogaloo typography, dripping cream shapes, and a deep magenta lid unify the three flavors of the line into a coherent family that feels artisanal.
Designed as a fictional brand for the Affinity “Fake Brand Real Craft” contest 2026.
the dripping cream shape on the jar is my favorite part
Mirage is a template, and that flips the usual problem.
A client site is designed around known content: their headline, their logos, their numbers. A template has to survive content I'll never see. Someone else's headline runs two lines instead of one, their logo lockups arrive in six different aspect ratios, their stats aren't three neat figures. So every section is built to hold at the worst plausible fill, not the best one.
The name did the art direction: a dune gradient that burns off into darkness as you scroll. Designed in Figma, reel cut in Jitter, should be released at Framer.
Veeery premium bro, great job!! 🔥