NovaCo Brand System

Series A

Funded Post-Brand

60+

Guideline Pages

4 Weeks

Delivery

2

Rounds of Revision

The Challenge

A Great Product With
No Visual Identity.

Our client had built a genuinely innovative B2B workflow tool, but their brand looked like it was assembled in a weekend. Mismatched fonts, three different logo variations in use, and a colour palette that changed slide by slide in their investor deck.

They had a Series A pitch in eight weeks. They needed a brand that said "we're serious" before the first slide even loaded.

Our Approach

Brand Strategy Before
Brand Design.

We ran a two-hour brand workshop — remotely, over Figma — to extract the client's core positioning: a tool that makes complex workflows feel effortless. That single idea became the compass for every design decision.

The Visual Direction

We presented two directions: one geometric and precise (representing structure), one fluid and dynamic (representing flow). The client chose a combination — a geometric mark with flowing connective elements between letterforms.

The colour system centred on a deep teal primary — authoritative but approachable — with a warm amber accent for energy. Typography used a geometric sans-serif for headlines and a humanist sans for body text.

The Deliverables

We produced a 60-page brand guidelines document, a Figma brand kit with every logo variation and component, business card designs, email signature templates, and a pitch deck template.

"We walked into the Series A pitch and a partner said our brand was the most polished they'd seen at seed stage. That's ABxDesign." — The Founder

The Outcome

Series A Funded.
Brand Delivered.

The client closed their Series A six weeks after the rebrand launched. While the funding was clearly driven by the product, the brand gave investors confidence that the team understood how to build something people would want to use.

The design system has since been used by the client's in-house team to produce 200+ marketing assets without any brand inconsistency — which is exactly what a brand system should do.