Brand Identity
FITAL
October 2022

As the designer for FITAL, my main focus was on developing a design system that would provide an easy and stress-free online shopping experience for customers. The founder's frustrating experience in buying a ski coat online was a driving force behind the project, and we wanted to create a solution that would take the guesswork out of online shopping. To achieve this, I developed a design system that used an abstraction of a measuring tape to hold different types of content and provide context. The logo's icon also reflects the idea of a measuring tape and finding the right fit. Creating a letterform that read as an 'f' but could also represent a measuring tape was a key development in the process. The measuring tape borders various images and activates content to intrigue those interested in using this product.

In addition to developing the design system, I also worked on creating witty, direct, and fun visuals that would provide informative and tasteful guidance for customers. By incorporating elements like minimal typography, muted colors, and high-quality imagery, we were able to create a cohesive and engaging brand identity. The end result was a design system that not only helped customers find the perfect fit but also provided an enjoyable and stress-free shopping experience. Overall, working on this project was a great opportunity to use my design skills to help solve a real problem and make a difference in the world of online shopping.

See the process here.