Digitiamo Products - Building brand systems for scalable innovation
A visual identity system for Digitiamo’s growing AI product suite.
As Digitiamo’s product offering expanded, I led a company-wide initiative to bring coherence and clarity to the visual and strategic identity of our AI-powered solutions. The result is a flexible and connected ecosystem of product brands, each with its own personality but linked by a shared structure, tone, and aesthetic. The naming strategy played a key role: every product domain ends in .ai, reinforcing their nature as AI-native services. From naming to brand voice, color palettes, typography, and UI foundations, I designed each element to reflect the unique value of the product while maintaining overall alignment with Digitiamo’s identity.
Internal – Digitiamo
AI SaaS, Technology, Design Systems
Branding & Visual Design
2024
Project Goal
To create a cohesive brand architecture and visual system for Digitiamo’s internal products, enhancing consistency, scalability, and recognizability across touchpoints.
Design Approach
Reviewed existing brand elements and inconsistencies across products
Redefined naming strategy to align all product domains with .ai extension
Facilitated collaborative workshops with each product team on Miro
Defined tone of voice, user personas, and brand personality traits
Created custom visual kits: logo, typography, color system, iconography
Aligned product story, UI kit and communication elements in Figma
Documented brand foundations for internal and external use
Design Details & Key Insights
🧭 A strategic foundation
Brand identity was treated as a tool to support positioning and product communication, not just aesthetics.
📦 Modular structure
Each brand has its own look and feel, but all are built on a shared architecture to simplify scaling and consistency.
🧑🤝🧑 Co-created with teams
Brand definitions were co-developed through workshops with product team members, ensuring alignment and adoption.
🌐 Domains that speak
The .ai naming convention supports clear digital positioning while creating a direct link to Digitiamo’s core expertise.
🎨 Custom but connected
From Youflai’s playful tone to Brainic’s academic vibe, each product has a voice and identity that reflect its audience and purpose.
