Lobby is an AI productivity tool that acts like a digital concierge — organizing your inbox, anticipating your needs, and working in the background. The team approached me to build a brand identity that feels modern, intentional, and human, with soft nods to hospitality.

Alongside the brand, I designed the launch landing page and social media templates to visually introduce Lobby to the world.

From the start, we knew we didn’t want something generic. We explored a hospitality-meets-tech concept; something clean and SaaS-like, but with storytelling, softness, and character.

What I worked on:

A complete brand strategy & concept creation

A custom logomark inspired by architectural archways & concierge simplicity

A flexible color palette with strong primary tones and tech-focused tints

Social media design system built around quotes, testimonials, and product moments

Multiple landing page versions centered around a product-led narrative

Brand strategy & concept creation

Brand guidelines

Visual language inspired by keycards, check-ins, assistant interactions

Social media templates

Landing page

This project was a deeply collaborative process, from defining the brand concept to refining visuals across multiple touchpoints. We explored different directions and crafted a distinct identity that blends technology with warmth.

While the client ultimately went with an internally-built landing page, the visual identity and system I designed continue to inform their brand ecosystem. It was a pleasure bringing Lobby’s world to life.