FYMA
IDENTITY AND BRANDING
Fyma is an AI-powered platform that helps businesses make smarter decisions with video insights. During my three years as Design Lead, I built a strong, consistent brand identity across all channels. From shaping the visual style to creating a scalable design system, I ensured everything from the website to merchandise felt on-brand. Beyond just standing out, the website and branding efforts were designed to build trust, improve user experience, and ultimately contribute to driving sales and business growth.
BRAND BOOK
The Fyma brand book serves as a comprehensive guide to maintaining consistency across all touchpoints. It defines the visual identity through logo variations, color schemes, typography, and iconography, ensuring a unified look and feel. The book includes detailed usage guidelines for everything from marketing materials to the website, helping Fyma present a cohesive and recognizable brand.
The Fyma logo reflects the company's focus on technology and precision. The clean, bold typography represents confidence and clarity, while the sharp, square brackets around the "F" subtly reference the framing and capturing of data, mirroring Fyma’s AI-driven video insights. The deep purple and black color scheme evokes professionalism, trust, and forward-thinking innovation.
WEBSITE DESIGN & DEVELOPMENT
Fyma’s website was built from the ground up as a sales tool, designed to drive conversions and showcase the product’s value. I developed and built the entire site on Webflow, starting with competitor analysis, site map creation, and wireframes. Later, UK-based marketing agency Darwin was brought in to optimize the site, boost performance, and create landing pages for targeted campaigns. The result was a modern, responsive, and user-friendly website that effectively communicated Fyma’s AI solutions while supporting business growth.
MERCH
As part of Fyma’s brand identity, I designed playful and unique merchandise that reflects the company's values and humor. One design features a pixelated Mona Lisa, representing the anonymity Fyma provides through its AI-driven insights. Another hoodie design plays on the joke about Leonardo DiCaprio’s dating preferences, humorously linking it to Fyma’s ability to count objects over 25. These designs helped bring the brand to life in a fun and engaging way, aligning with Fyma’s modern and tech-driven identity.
Thanks for reading & stay awesome!