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