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I developed a strategic design concept tailored for companies that have secured Series A funding, focusing on scalability, clearer positioning, and a stronger product and brand foundation for growth.
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Ino is a Bulgarian family knitwear brand with 25+ years of craft behind it - but its old identity no longer reflected the warmth, quality and heritage at the heart of the brand.
For the redesign, I built the concept around family heritage and personal signature - creating a visual system that feels refined, human and timeless, while giving Ino a more recognizable presence across packaging, social media and brand touchpoints.
Good one here
A web3 security platform asked us to refresh their identity ahead of a Series B raise. The first asset they wanted us to look at was the logo.
We looked at the typography first.
Here is the actual decision tree we used. Three options on the table.
Option 1: the safe stack. A modern neo-grotesk for headlines, the same neo-grotesk for body, set at the rhythm every B2B landing page uses. Inter, Söhne, GT America, pick your flavor. Defensible, professional, invisible. Every infrastructure company in their category was already on this stack.
Option 2: the editorial pairing. A display serif for headlines, a humanist sans for body. Read like a publication, not a tool. Strong personality. Risk: too soft for a security category that buyers are reading as "trust under attack." A serif on a security homepage signals "essay" when the buyer needs "shield."
Option 3: the unmistakable pairing. A less common technical sans, slightly mechanical, with a monospace for code, captions, and proof points. Read like a security operations console, not a marketing site. Specific to the category, hard to mistake for a competitor's homepage.
We picked option 3.
The logic was not aesthetic. It was positional.
In a category where every direct competitor uses option 1, option 3 is the cheapest move that makes the homepage stop looking like a category and start looking like a company. The buyer who lands on the page stops scanning and starts reading. That is one second of attention you cannot buy back later with a paid ad or a louder logo.
Typography is one decision that pays out on every surface a buyer will ever touch. The pitch deck, the documentation, the investor email, the conference booth, the leave-behind, the announcement post.
If your shortlist of typefaces is the same shortlist your three closest competitors are using, you are not making a typography decision. You are inheriting one.
The logo can wait. The typeface cannot.
This is a masterclass in using Structure as a competitive advantage!
As a Social Media Manager, I’ve seen how choosing an "unmistakable pairing" over a "safe stack" is the fastest way to establish Visual Authority in a crowded market.
The logic behind Option 3 is brilliant...
How would Apta build a skincare brand for the fastest-growing beauty segment in 2026?
The barrier care market is growing 3x faster than prestige skincare globally.
That's where VISCO came from.
The result is a conceptual skincare brand that feels like an object you want to hold.
Full case 👉 apta.agency/projects/visco
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