The Gaidly icon represents possibilities, friendly conversation, the extraordinary. An anthropomorphic version of the pin, which can also be other things, such as an airplane or a notebook, it is a close companion who has all the answers. Here we will find its versions and variations, within the safe visual dynamism.

As part of the brand architecture framework, Gaidly's icon shape variations are developed based on its products and deliverables, serving as support for communications and message clarification.

Dynamic

Flexible to every situation. Providing you incredible possibilities. Expansive. Funny. Close.

Universal

Shared by all, everywhere. Everlasting. Timeless. Essential. Enduring.

Friendly

Based on conversation, for a personal trip guidance. Bringing the world together. Uniting people through empathy, celebrating life and how it can be extraordinary.

Project information
Plan less. Live more.

Gaidly is an application that generates and organizes travel itineraries and small events, serving as a personal guide to facilitate everything from planning to executing unforgettable experiences. Using human-like AI to plan personalized itineraries and offer practical, unique recommendations, they inspire people to create unique and meaningful moments, providing personalized and memorable experiences.

This brand believes every journey and celebration is unique, and their AI is dedicated to tailoring experiences that reflect individual needs, tastes, and dreams. They are passionate about fostering meaningful moments, whether it’s bringing people together for celebrations or helping them explore the world with ease and excitement.

The mascot are witty, charming and irreverent character that always looks friendly. Driven by a passion for discovery and new experiences. He give great advices, tell a tale or two and live the moment. He want to become the go-to AI companion to inspiring connection, joy, and exploration by transforming every journey and celebration into a memorable, stress-free experience.


I led the project from the strategic foundation to final delivery, defining the brand’s positioning, purpose, and core narrative through tools such as the Golden Circle and concept development workshops. From these insights, I directed the creative vision and built the complete identity system — including logotype, mascot, visual language, and brand guidelines.

The result is a flexible and human-centered brand system that balances technological intelligence with warmth and approachability, helping Gaidly stand out in a competitive travel tech landscape while creating emotional connection with its users.

Outcomes

Strategic Brand Identity to Support Al-Driven Positioning Symbol System to Reflect Trust, Exploration & Personalization Experience-Driven Palette for Emotional Connection

As Kokoy is rooted in Kuwait, a country where Arabic is both language and identity — it was essential to honor this cultural foundation in the visual expression of the brand. Translating the name into Arabic wasn’t just a linguistic decision; it was a gesture of cultural authenticity and local pride.

To deepen this connection, the logotype was redesigned drawing from traditional Arabic calligraphy, blending its rich, flowing heritage with Kokoy’s playful and bold personality. This allowed the brand to speak in a visual dialect that feels both familiar and fresh to its audience, celebrating Kuwait’s aesthetic traditions while inviting a new generation into a colorful, contemporary dessert experience.

Through this design choice, Kokoy becomes more than a brand, it becomes a bridge between tradition and modernity, between local roots and global reach.

To complement Kokoy’s expressive logotype, a reduced brand icon was developed, a simplified yet distinctive variation that brings dynamism and flexibility to the identity system.

In fast-paced digital environments and small-scale applications, the full logotype may not always be practical. The reduced icon ensures Kokoy remains recognizable across all contexts, from social media avatars to packaging stamps and merchandise. More than a functional asset, it captures the essence of the brand in its purest form, allowing it to move with ease and spontaneity, just like the organic illustrations and playful personality that define it.

This strategic reduction doesn’t dilute Kokoy, it amplifies its adaptability, ensuring the brand feels alive, responsive, and ever-present in the modern visual landscape.

At the heart of Kokoy’s identity lies the illustration of hands — not only as a symbol of human warmth and interaction, but also as a tribute to the deep cultural meaning of hands in Arab traditions. In Kuwaiti and broader Arab culture, hands are central to acts of hospitality, generosity, and connection — from offering food to sharing conversations and blessings.

These illustrated hands represent more than touch; they embody ritual and respect, echoing the way desserts are often shared in moments of celebration and togetherness. They also reflect the intimacy between people and food, the gesture of giving, and the joy of receiving — all of which are fundamental to Kokoy’s spirit.

Drawn in a playful, organic style, the hands bridge the emotional and the cultural, reinforcing Kokoy’s human-centered approach. They invite customers not just to consume, but to feel, hold, and connect — making every dessert a small act of care, rooted in both tradition and emotion.

Project information
A Taste of Joy from Kuwait.
Kokoy is a vibrant dessert brand rooted in Kuwaiti culture, crafted to capture the joy and human warmth of shared moments around food.

I led the project holistically — from strategic discovery to creative execution and final delivery — shaping both the conceptual foundation and visual expression of the brand. Beginning with a deep understanding of Kokoy’s cultural context and emotional purpose, I defined the brand strategy and positioning, ensuring the visual identity would honor local heritage while expressing a playful, contemporary spirit.

From this strategic core, I developed the complete identity system including the custom logotype, brand mascot, illustrative language, reduced icon system, and comprehensive brand book. The logotype and visual elements draw from organic, hand-drawn forms to evoke warmth and approachability, while the illustration of hands reflects cultural significance of hospitality and connection.

Through these strategic choices, Kokoy’s brand experience bridges tradition and modernity, giving the dessert brand a distinctive visual voice and emotional resonance that strengthens its identity in both local and broader markets.

Outcomes
Brand Identity, Brand Design, Packaging, and Illustration

Icon

What sets this brand apart from typical fintech identities is its balance between professionalism and personality. The choice of shapes, colour relationships, and typographic rhythm communicates expertise and reliability, while the flexibility of the visual system signals innovation and forward motion, a promise that Friday Finance isn’t just another fintech, but a partner that understands business, anticipates change, and builds a safer financial future.

In essence, this identity positions Friday Finance as a trusted, future-oriented fintech, one that speaks the language of business leaders while remaining distinctly human and approachable.

Project information
Faced with the challenge of repositioning a fintech brand to balance technical credibility with human connection, I led the strategic and creative direction to redefine Friday Finance’s identity from concept through delivery.

Friday Finance is the evolved brand identity for a fintech formerly known as Airbank, repositioned to build stronger connection, clarity, and human resonance in the financial management space.

I led this project from strategic definition through creative execution and delivery, guiding the brand transformation with both internal teams and executive stakeholders. Working directly with the CEOs and product designers, I helped establish the brand’s strategic positioning — balancing the technical foundations of financial services with a more humanized, approachable presence in the market.

This strategic framing informed a comprehensive identity system, including the development of a distinctive logotype, custom iconography, rounded visual language, and flexible visual assets that reflect the brand’s dual nature — technical credibility and human connection. I also coordinated the multi-team collaboration required to align visual strategy with broader product and marketing goals, ensuring the new identity supported both customer recognition and internal adoption.

The resulting brand system equips Friday Finance with a visual voice that is both confident and adaptive, helping the fintech communicate its value with clarity and warmth in a competitive financial ecosystem.

Outcome
Brand Strategy, Positioning, Creative Direction, Visual Identity, System & Multi-Team Collaboration

Tomato Shaped Icon

The icon was created by merging the project’s core elements into a single, memorable shape. I combined the letter T from Toomato with the silhouette of a tomato, using the leaf structure as the foundation for the letterform itself.
This approach transforms the brand’s initial into a symbolic element, creating an icon that feels both literal and abstract, instantly recognizable while still playful and organic.

Graphics

The graphic system expands from the icon’s structure. I developed a simple form built from curved rectangles, a soft, modular shape derived from the same leaf geometry.

These elements work as flexible building blocks across layouts, adding rhythm, movement, and personality while keeping the visual language cohesive and unmistakably tied to the brand.

Project information
Toomato is a fresh, personality-driven tomato sauce brand designed to combine everyday utility with bold visual character.

I led this project end-to-end, from strategic discovery and positioning through creative direction and final execution, shaping both the conceptual foundation and distinctive visual identity. Beginning with a strategic understanding of the category and consumer context, I defined the brand’s core personality and positioning, establishing a set of guiding principles for tone, character, and visual expression.

Informed by this foundation, I directed and developed the complete brand system — including logotype, illustration style, packaging design, typographic approach, and comprehensive brand guidelines — ensuring a cohesive and flexible visual language tailored to stand out on shelf and in communication. The visual identity balances bold color, expressive forms, and playful voice to embody Toomato’s vibrant and confident spirit.

The resulting brand identity system equips Toomato with a memorable, differentiated presence that resonates across packaging, digital, and point-of-sale applications — visually reinforcing the product’s personality and positioning within a competitive category.

Outcomes
Brand Strategy, Positioning, Creative Direction, Visual Identity, Packaging & Brand Guidelines

Icons

In developing the iconography for Melvi, I approached each symbol not just as a visual cue, but as a bridge between interface and emotion. These icons are hand-illustrated to translate the human touch into the digital experience — bringing warmth, personality, and an informal sensibility into every interaction.

Rather than relying on rigid geometry or sterile visual language, this library embraces organic lines, subtle imperfections, and approachable forms. The result is an expressive set of graphics that feel familiar rather than generic; they speak the language of people, not machines.

Each icon was crafted with the intention to serve clarity without sacrificing character, so that the overall visual system promotes ease, playfulness, and genuine connection. In a space where tech often feels distant or cold, this library invites users in with a quiet, human-centric voice.

Illustrations

The illustration system was created to reinforce Melvi’s most important value: proximity.

Using simple compositions and organic brushes, I focused on achieving a visual language that feels light, approachable, and conversational. The strokes are intentionally soft and imperfect, bringing a hand-made quality that adds warmth and authenticity to the experience.

Rather than abstract metaphors or overly polished characters, the scenes portray families, everyday moments, and the real people behind the app. These illustrations highlight the human side of the service, the relationships, care, and trust that exist beyond the screen.

By balancing simplicity with personality, the visuals help transform the product from a tool into a companion, creating a sense of closeness and emotional connection throughout the journey.

Project information
Melvi is a dynamic brand system conceived to express energy, connectivity, and a forward-thinking personality — designed to engage audiences through visual distinction and systematic flexibility.

I led this project from strategic discovery and brand architecture through creative direction and final design delivery, ensuring that both conceptual clarity and visual execution were aligned with business goals. Beginning with strategic framing, I defined Melvi’s positioning, core narrative, and visual organizing principles to guide all subsequent decisions.

Grounded in this strategic foundation, I developed the complete brand identity system — including the custom logotype, graphic patterns, visual language, typographic hierarchy, and scalable design elements — as well as the comprehensive brand guidelines that enable confident application across digital, print, and environmental contexts. Each design decision was rooted in purposeful thinking, balancing expressive energy with structural cohesion to support Melvi’s broader ambitions.

The resulting identity system provides Melvi with a visually compelling and adaptable brand platform — one that reinforces the brand’s sense of vitality and cohesion across touchpoints.

Outcomes
Brand Strategy, Brand Design, Illustration, Positioning, Creative Direction, Visual Identity & Brand System