Brand identity
& visual systems

The Accessibility Team wanted a mark of its own: something to rally around inside the company, and something to put on a conference stage, while still reading as clearly Zalando.

The result is a single symbol built around six ideas at once: a heart for care, the lowercase 'a' of Accessibility, a braille dot that stands for the letter A and for the people the team serves, an opening padlock for barriers coming down, interwoven lines for collaboration, and a silhouette that echoes Zalando's triangle.

The identity gives the team its own voice without separating it from Zalando.

From the mark I built out the system: vertical and horizontal logo compositions, monochrome and inverted versions, clear-space rules, and illustrations drawn from the shape of the logo itself. It runs across apparel, tote bags, event badges and digital.

SetAll doesn't sell company registration. It sets founders up with a zero-tax Hong Kong company and then keeps that status alive, handling the offshore filing and the annual audit that most platforms leave to the client. That difference shaped the whole identity.

So the tone stays calm. The brand doesn't perform innovation or raise its voice; it earns trust by being clear, and by naming the places where trading with China actually gets hard (late payments, defects, frozen accounts) instead of pretending it all runs smoothly. It reads like a partner who's still around long after the paperwork.

The logo is built from two independent shapes that come together to form a balanced whole. It reflects the idea behind the name: putting the right structure in place. The symbol represents clarity, partnership and long-term continuity rather than speed or technology. Like the work itself, the logo is simple on the surface but carefully constructed underneath.

A simple mark on the surface, a carefully built structure underneath.

The identity turns a complex corporate-service offer into something clear, calm and easy to trust.

The concierge category runs on gold-and-black templates, luxury cars against sunsets, and the same three words on every competitor's site: bespoke, exclusive, elite. To the people this brand is for, all of that reads as generic.

The client came with a loose brief, 'something like Riviera Club', and left the name to me. I tried several routes before Riviera Privé. Club sounded membership-driven and social, closer to a hotel bar than a personal service. Privé, with the accent kept in for good, does more in a single word: it sounds French, it fixes the place, and it hints at the quiet one-to-one service the brand actually offers.

The identity builds recognition by holding back. Warm cream instead of chrome, one accent instead of gilding, lowercase where the category shouts in caps, letter-spaced sans-serif where it reaches for ornamental type. Every choice swaps a cliché for something quieter.

The wordmark carries the whole identity: quiet enough for private service, distinctive enough to own the category.

The wordmark works on its own: RIVIERA PRIVÉ in Source Sans 3 Medium with 28% letter-spacing — an editorial masthead convention borrowed from Kinfolk and Cereal. Two versions cover every use: the wordmark alone, and a logo composition with the tagline your private lifestyle partner set in Source Serif 4 Italic.

Around the wordmark I built a working design system in Figma: thirteen tokenized colour styles, twelve text styles, two grids (web and A4), and a component library in six sections (Foundation, Typography, Buttons, Content, Lists & Tables, Media). The signature move is the paired headline: a Sans Medium line continued by a Serif Italic one, used in every section header on the site.

The system works across formats, from the single-scroll website to the six-page A4 proposal: the same tokens, components and brand feeling stay in place.

Lorever turns an ordinary conversation with a relative into something you keep: a voice recording, a gentle AI transcript, a private family archive.

Lorever is an audio-first family memory app: a private place to record voices, preserve personal stories and keep the meanings that usually disappear from everyday conversation. The identity had to feel warm, calm and human — not like a cold database or another productivity tool.

The logo is built as one flowing line. It reads as an L, a thread of memory, a sound wave and a handwritten trace. The line keeps moving because the product is not a dead archive: it is a living store of family stories, voices and context.

One unbroken line that reads at once as an L, a thread and a sound wave.

I ruled out the obvious routes one by one. A microphone looked like a podcast tool, a book like a dry archive, a tree was too literal about genealogy, a heart too sentimental, sound-bars too cold. The line combines the ideas that mattered most: voice as a wave, family as a loop between generations, and the handwritten trace of personal stories.

The visual system is deliberately soft and restrained: warm paper tones, terracotta accents, readable typography and line-based motifs. It gives the app, landing page and social content one recognisable language without making the product feel overly digital.

The name hides lore and love inside forever, and the line suggests infinity without ever drawing a literal ∞.