In September 2019, I joined TeamHub — a software startup focused on organizational culture management — as their first marketing analyst. Before starting any marketing activities, it was essential to create a solid visual identity that conveyed modernity, diversity, and supported the company’s market positioning while helping differentiate it from competitors.

The project began with meetings with the founders to understand the company culture and desired positioning. Based on that, I developed the visual identity:

• Typography: Noto Sans — robust, versatile, with more than 180 families, functional for both online and offline applications.
• Color palette: Vibrant orange, requested by the founder, ensuring visibility in feeds, event booths, and creating contrast with the purple used by the main competitor.
• Icon: An organic shape combining the letters T and H in negative space, creating a unique and easily recognizable symbol.

The reception was immediate and positive. The identity was quickly adopted in sales presentations, social media posts, and business cards, strengthening the brand’s presence from the very first interactions with clients and partners.