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The best branding ROI I know of hides in categories everyone calls boring like logistics, compliance, payroll, industrial anything.
In a hot category every launch looks sharp, so design merely buys you a tie. In a boring one the standard is a 2019 template and a stock photo of a warehouse. The first company that appears to respect its own product doesn’t win a design award but captures the category attention which had been unclaimed.
Boring category buyers are the most attentive readers of surfaces in tech as well, procurement, operations, and finance professionals. Nobody romances them, ever the vendor that bothers to look good is perceived as the vendor that will also bother about the SLA. That inference while irrational, closes deals.
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You copied the competitor's design because it was working for them.
Now you look like a weaker version of someone else. Their design worked because it was theirs.
💯 ....Discover what works for you also. Do your homework!
So yes, it's just a login screen. Doesn't mean it has to be boring.
This one's for Truxco, a Swedish marketplace for buying and selling used buses across Europe. Not the industry you'd expect design craft from. Exactly why it stands out.
The login is the first thing every user touches, every single session. It can feel like a chore, or it can set the tone for everything behind it.
A "boring industry" is just an industry nobody's designed properly yet.
The motion blur on the bus behind the login form is such a clever touch, it turns a static moment into part of the journey. What made you land on that visual metaphor over something more literal like route lines or a ticket motif?
Responsive. Adaptive Product Icon System
A dark-mode look at the custom icon system we created for Responsive.
The translucent outer layer allows each icon to react to its environment, so the system can shift in feel between light and dark interfaces without losing its core visual language.
Designed by Lepisov Branding. Presentation built in Spline.
The translucent outer layer trick is such a clean way to handle light/dark without redesigning the whole set twice. Did Spline make that reactive shift easier than expected, or were there some snags getting the transitions smooth?