JustControl.it—Brand Identity & Product Design

What I was doing there I came on to work on the visual side—product interface, brand identity, marketing materials. I was part of a small frontend team, focused on making the Wizard feel good to use, not just functional. I was also contributing to interface and usability decisions, and in constant conversation with backend developers to make sure what we were designing could actually be built. That back-and-forth became part of the rhythm pretty quickly.

Building the brand from the ground up The company had a logo they liked—but the brand basically stopped there. The color palette was too narrow to travel anywhere useful. So the first real task was expanding it into a system that could serve both the product UI and the marketing side without losing what the brand already was. The logo had this dot pattern that had only ever lived in print. I kept coming back to it, and eventually worked it into the digital identity—gradually, until it became one of the more recognisable parts of the visual language.

Where it went from there The scope kept growing, and most of the work ended up being more identity and marketing than pure UI. Presentation templates, an onboarding book, a custom icon set for the Wizard, a library of illustrations adapted to fit the palette, marketing assets across social, editorial and interface formats. A merch line. Website templates delivered as component systems with the frontend team.

The startup closed in 2021. But it was the kind of project I like most: you come in to tighten up a few screens and end up building a whole visual world around a product.