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Case study 03

Reqless Design Co.

Client30+ startups & growth clients

Year2007–now

TimeframeOngoing

ScopeBrand Architecture · Visual Identity · Web Design · Design Systems · Product UI/UX · Fractional Creative Direction

Marks Index / 2016–2021

14 marks.

Logos, identities and the odd mascot.

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Lake City201707

PinPoyntFX201608

Summit Revenue202009

Worth Fitness202010

Cappa Health201811

Imagine Cosplay201912

Pierceway Productions201713

Wheelhouse201914

Overview

Founders hire me to figure out who they are, then make it impossible to ignore. Full-lifecycle brand strategy, positioning and visual identity for 30+ B2B SaaS startups and growth clients across tech, healthcare and retail.

Approach

Complete identity suites: logos, custom type systems, color, iconography and multi-channel asset kits. Zero-to-one design systems in Figma, plus design ops that keep things consistent as teams grow. Product UX/UI for enterprise SaaS and iOS and Android apps. And I step in as an embedded fractional Creative Director, advising founders and marketing leaders on visual strategy, CRO and go-to-market.

Studio site redesign

reqless.design

Figma · v2 page designs

Every page, full length

reqless.design/

Hover to play the page. Scroll to steer.Swipe inside the window to scroll the page.

reqless.design home page on a phone — Home

reqless.design services page on a phone: tell us what's broken, we'll fix it with you — Services

reqless.design how we work page on a phone: no red tape, just the work — How we work

reqless.design contact page on a phone: so, what's broken? with the project discovery intake form — Contact

Color · 60 / 30 / 10

Design system

Hover a color, click to copy its hex.Tap a color, tap again to copy its hex. Dead air and snow carry 60% of every page, noise holds the cards at 30%, and the three signal colors share the last 10%.

Three posts, one wordmark

Social system

Three posts that read as one wordmark on the profile grid. Hover to split them.Three posts that read as one wordmark on the profile grid. Tap to split them.

time is short · now · reqless

reqless rq monogram in a glowing hexagon — The rq mark

What I led

Brand IdentityFull-lifecycle brand strategy, positioning and visual identity for 30+ B2B SaaS startups and growth clients across tech, healthcare and retail: logos, custom type systems, color, iconography and asset kits.01

Design SystemsZero-to-one design systems in Figma for early and mid-stage startups, plus the design ops that keep visual consistency intact as teams grow.02

Webreqless.design: I designed the studio's new site, from the "time to get reqless" homepage to services, how we work, about and a project discovery intake form. Every page leads with the client's problem and routes to a path: raise, launch or grow.03

Product UX/UIHigh-fidelity UI, user flows and interactive prototypes for enterprise SaaS web apps and iOS and Android apps.04

Fractional Creative DirectionEmbedded as a fractional Creative Director, advising founders, product leads and marketing execs on visual strategy, CRO and go-to-market.05

30+B2B SaaS and growth clients

2007In independent practice since

Worth Fitness →

Selected Work

Podium↗︎

Aha!↗︎