Glacis is a new B2B company offering AI powered logistics solutions. I joined the project at its earliest stage and worked directly with the founders to build the brand from the ground up. My work included the full identity system, landing page design and all visual assets.

Glacis had only a simple logo and no defined identity. The team needed a brand that looked smart, strong and modern, without feeling too playful or too formal. There were a few main needs. The visuals had to look bold but not heavy, the colors needed to work well together with correct accessibility contrast, and the whole system had to feel consistent as the company grew.

In the first workshop, we used a brand personality slider to define the character of Glacis. This helped the team align on how the brand should feel and what type of design language could reflect that personality. The direction we shaped together was bold, smart and balanced. The identity needed to communicate professionalism while staying approachable, with strong visual clarity that matched the ambition of an AI forward logistics company. Instead of redesigning from scratch, the focus was on elevating what existed, strengthening the logo and building a visual ecosystem around it.

• Logo refinement and a complete logo guide • Full brand identity including colors, typography and layout rules • Brand book for internal and external use • Asset library with icons and reusable visual elements • Landing page, Solutions page and About page design • Pitch deck for investors and partners

The founders shared that the final direction aligned fully with their vision for Glacis. The new identity provides a solid foundation for future product launches and external communication.

The result was a direction that feels bold, smart, and balanced. We decided the brand should not be too playful or too corporate. Instead, we aimed for a balance that communicates professionalism while staying approachable and modern.