Brand Design

Branding a freshly founded design studio

Logic Moon
2020 - 2 Months
Brand Design
Visual Identity
Responsive Design


Logic Moon is a new design agency, that needed a website and brand identity to showcase their competencies through digital channels. As they did not have many projects yet, the challenge was to visually align a few older projects and make them fit into the minimal black and white visual style.


The final deliverable is a responsive website that delivers a great experience across all devices and visual brand identity. Throughout the design process, I was asked to join the company, which I did as a Founding Partner & Design Manager.

Visit Website

Responsive Web Design

Throughout a few iterations, the outcome of the project is a responsive website design that functions perfectly on all devices. I have developed the website as well using Webflow, a tool that allows for more advanced interactions and control over different screen resolutions.

Brand Identity

Before the making of the website, the brand identity needed to be designed which outcomes can be found below. We decided to go for a timeless style that doesn’t grab too much attention as their work itself should stay in the spotlight. A recurring visual element is the ‘ink-drop’ that first stands for the impact of the company and then for the unfolding complexity of the context in which they design.

Design Process

My role in this design process was of the UX/UI designer and front-end developer. Below I use the visualization of the Double Diamond to show wherein the process certain tools or methods were used, but as always, the process was more iterative than linear.

1. Exploratory Sketches

To kick off the project, several sketches were made. This was done to think freely, come up with ideas on how to structure the website, which pages and what kind of interactions could be used.

2. Sitemap

To structure the project, a sitemap was made. This is necessary to know how much content needs to be created and how the story of the website can be told. It also helped to condense the number of pages in order to keep it easy for visitors to navigate.

3. Wireframes

Several ideas were transformed into a more tangible form by creating wireframes. These are designs that are not too detailed yet; leaving room to iterate and change aspects on the way. We iterated a few times with the client to get the wireframes into a state we wanted to continue with.

4. Managing That Content Fits The Design

After creating the wireframes, it’s getting more clear what kind of content is needed. The client wrote the text and I helped to get the text in the right format to fit the design. I created most of the new visuals and retouched old visuals to make everything aligned. This is often a tricky stage of a Web-design process, where several iterations are needed until the text and images have the right size, quality, tone and style to fit the design.

5. Final UI Design

With the content being finalized, the wireframes could be transformed into the final design. Several changes were made at this stage, as the content is often different than placeholder elements of wireframes.

6. Responsive Web Development

After the final design was approved, it was time to build the website. For this, I used Webflow; a tool that’s great for making sure the website functions perfectly on all devices. During the development, I enriched the site with several micro-interactions, such as button hovers, page-and scroll transitions.

7. Usertesting

The last step was to test the website by several people. Due to COVID-19, only 2 could be conducted in person, 6 were conducted digitally. During these tests, I wanted to validate the usability of the website, find out how people perceive the brand of the company and expose any bugs that might be present. The feedback was shared with the client, and a last round of tweaking led to the launch of the website.

“I’ve had the chance to work with Pieter in the past three years. He is a very talented designer and design thinker. Our clients have been impressed with his range of knowledge, his ability to meet tight deadlines and the excellent quality of his work. He is now a partner and a formidable asset of our design agency, Logic Moon.”

Luca Simeone

Associate Professor & Shareholder , Logic Moon

Explore Other Work

A selection of Service Design, UX and UI projects.

A mobile-first redesign of a digital guestbook for hotel guests

Responsive Design
UI Design
I helped a booming startup in the hotel industry switch to a mobile-first approach of their product. Check how hotels can make custom mobile apps for their guests.
View Case

Prototyping for a personalized Volvo car-sharing service

Service Design
Personalized Prototyping
Academic Research
Through 4 rounds of prototyping and testing, a new car-sharing service was developed with Volvo. The focus was on personalization and resulted in integrating existing mobility services.
View Case

Harnessing the power of IoT in the marine industry

Digital Prototyping
UI Design
Using sensor data enables a range of new possibilities. One of them is this IoT dashboard to track and tune engine perfomance of big container ships.
View Case

Establishing a flexible design system

Design System
UI Design
A crowded user interface needed a new approach to be more aligned, better looking and ready for scaling up with new features in the future.
View Case

Visualizing Italian elections through social media activity

Visual Identity
Data Visualization
Responsive Design
Is it possible to predict the results of a political election by analyzing posts on social media? I helped visualizing an innovative research that examines the relationship between Twitter activity and election results in an Italian region.
View Case

Branding a freshly founded design studio

Visual Identity
Brand Design
Responsive Development
Logic Moon is a design studio of which I’m a founding partner. This project focuses on the branding and building of the company’s visual identity.
View Case

Digital prototyping for a financial Robo-Advisor

Design Sprint Facilitation
During my employment at Nordea Bank I was involved in several projects, of which one was prototyping parts of their Robo-Advisor called ‘Nora’.
View Case

Interactive storytelling on cultural diversity

Workshop Facilitation
Interaction Design
How is migration in Italy’s most culturally diverse city perceived by the youth who grows up there? Youth in the City results in an interactive story after a co-creative workshop with 48 local high school students.
View Case