I connected with Steerlab at a pivotal moment during their residency at Station F, Paris’ largest tech incubator. With a working product powered by strong technology, they sought a refreshed brand and product design direction to accelerate growth, prepare for pre-seed funding, and drive momentum in their sales pipeline.

The symbol is designed with three layered elements moving in harmony, evoking the ease of flipping through documents with precision and control. It embodies clarity, organisation, and the confidence teams gain from an intelligent, efficient workflow.

Designed for clarity and flexibility, the palette uses custom black and dark grey for extensive text content, complemented by softer secondary and tertiary tones that balance energy and calm. Mint and lavender introduce playful motion through gradients and provide visual highlights where needed.

The gradient finds new purpose in pictograms that illuminate the product's key features across digital touchpoints. These branded markers bridge the gap between visual identity and product communication, ensuring feature highlights remain both distinctive and immediately comprehensible.

Typography defines Steerlab’s visual voice. The typeface’s geometric, mono-linear forms echo the precision and rhythm of the product, while the so-called ‘bent pipe’ details lend character. Designed for universality, it spans Latin, Cyrillic, Greek, Arabic, Hebrew, Japanese, and Korean, enabling scalable application of the product across multiple languages.

To complement the brand, a set of matching scalable icons was created, enabling the product to be fully implemented immediately after roll-out.

A coherent visual style for avatars ensures consistency across social media channels, strengthening Steerlab’s employer brand on LinkedIn.