SmartLayers
Tech brand identity
Visual identity for a B2B technology product that needed to look credible to enterprise buyers from day one — without the sterile coldness most SaaS brands default to.
Client
SmartLayers
Role
Visual identity designer
Year
2024
The challenge
SmartLayers was entering a crowded SaaS space where every competitor looked identical — blue gradients, geometric icons, robotic sans-serifs. They needed to stand out while still triggering the trust signals that enterprise buyers expect. The identity also had to work inside a product UI and across pitch decks, which meant every element needed to be precise and scalable.
The approach
I moved away from the standard SaaS palette entirely — building the system around a deep navy and sharp white with a single electric accent. The logomark used interlocking geometric forms to nod at the product's layered architecture without being too literal. Grid-based layout templates were built specifically for pitch decks and feature one-pagers, giving the team a design system they could actually use.
Project highlights
Logo system with icon, wordmark, and combination mark
Pitch deck and UI-ready template set
Brand guidelines covering colour, type, spacing, and icon usage
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