ScalePass
I led this end-to-end branding project for a tech startup that helps SMEs scale through efficient marketing, operational assistance, and tools. Formerly known as Tech Ops Enterprises, I rebranded them as ScalePass—a more customer-centric identity. I handled everything from market research and naming to product packaging, brand guidelines, and the go-to-market strategy. This portfolio section highlights the brand, new guidelines, and how it all came to life.
The Logo
I designed the ScalePass logo by combining a distinctive brand mark with a logotype in Inter Bold. The primary horisontal logo is used for most applications to ensure consistency and recognition.
For situations with limited horisontal space or when greater legibility is needed, I created a stacked version of the logo. This alternative maintains the brand’s flexibility across different mediums and layouts.
The Brand Mark
I used a green upward-pointing arrow to symbolise growth, progress, and forward movement. The transition from smaller to larger connected shapes represents expansion. Additionally, the brand mark can be used independently as a graphic element, providing visual flexibility.
Logo Variations
The logo, brand mark, and stacked logo are available in alternate color schemes. However, both versions maintain equal prominence, ensuring versatility and a consistent brand presence across different applications.
Primary Brand Colours
I selected dark green, light green, dark grey, and white as ScalePass’s primary colors. These core hues ensure consistency and strong brand recognition across all designs, providing a solid foundation for various layouts and collateral.
Background Colours
To maintain an approachable and friendly brand image, I incorporated soft pastel colors for backgrounds. These gentle tones create an inviting and pleasant visual atmosphere, aligning with ScalePass’s welcoming identity.
Secondary Highlight Colours
I chose bright, vibrant hues for secondary highlights to effectively emphasise key elements in the designs. These versatile colors add depth and interest, enhancing the overall visual appeal and ensuring important components stand out.
Typography – Inter
I selected Inter for its versatility and clarity, using Inter Bold for headlines and Inter Regular for body copy to ensure readability. Other Inter variants are available for use when suited, allowing a clear visual hierarchy.
Secondary font – Playfair Bold Italic
I selected Playfair Bold Italic to highlight key words and important elements in the text. Its bold and italicized style effectively draws attention to specific phrases, enhancing focus and reinforcing the overall message in marketing materials and presentations.
Brand Pattern
To add depth and visual interest, I developed a brand pattern by repeating the green arrow from the logo. This dynamic motif reinforces the brand’s commitment to movement and progress, creating a lively and engaging design.
Brand in Action
From the website I designed in Figma, to social media and OOH campaigns—all of which reflect the brand guidelines in action, ensuring consistency and a polished final result.
Web Design
LinkedIn Posts
These are some LinkedIn post visuals I created as part of a campaign to boost engagement through industry insights. I also wrote the accompanying copy, which is not included here.
LinkedIn Carousel
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