Having done this a few times in the past for noito GmbH, TECTRA Ltd and OVERBRING , with the goal of developing an early-stage “minimum viable brand” for Breek.gr , and with my deepest understanding of the product and its target customer segments (as the Fractional GM / Product Guy of the venture), Isaak Tsalicoglou did the following, resulting in a brand and visual identity design that is now live across all aspects of the business:

• Developed the brand personality and its conversational “tone of voice” to match the target customer segments, specifically for Greece
• Evaluated fonts for readability and fit to the brand personality, chose an appropriate font stack used consistently in the web app and all marketing communications, including the company website
• Evaluated color palettes for fit to the brand personality, its closeness to the investor’s brand, and the “Greekness” of Breek.gr
• Designed the logo, which – if you take a closer look – conveys our brand narrative/mission (any type of property, portfolio growth, digitalized)

Finally, he drove the consistent application of the above in the UI of Breek.gr’s web app, and in its (currently experimental) mobile app.