Untangle was born from a simple idea — to turn chaos into clarity for service-based businesses struggling with profitability, project, and time management.

I led the project from the ground up — from defining its positioning and studying competitors to creating a visual language that captured its essence. The playful cat mascot became the face of this idea, symbolizing the messiness and unpredictability that Untangle helps organize.

The result was a brand that feels strategic yet human, structured yet warm — proving that even the most complex challenges can be untangled through thoughtful design.