Team: myself + project manager
Design: logo, visual identity, pitch deck, brochure, website
Software: Illustrator, InDesign, Photoshop, Wix
Timescale: 1 week
Design: logo, visual identity, pitch deck, brochure, website
Software: Illustrator, InDesign, Photoshop, Wix
Timescale: 1 week
Project Overview
One Team Tech is a UK technology startup developed in collaboration with university researchers and the national charity Stop Hate UK, helping organisations tackle online hate through AI-powered technology and expert human moderation.
The project was not simply about creating a logo and website. The challenge was to translate a complex technology product into a clear, credible and engaging brand experience that investors, commercial organisations and public sector stakeholders could quickly understand.
The objective was to build trust, communicate the product's value proposition and create a cohesive digital presence that supported investment conversations, partnership opportunities and future product growth.
The Challenge
The product was still in its early stages, requiring a strong visual identity and clear communication before entering the market.
The key challenges included:
- explaining a technically complex AI platform in simple, accessible language
- building credibility with both commercial and public-sector audiences
- communicating trust and innovation through the visual identity
- creating marketing materials suitable for investor presentations and stakeholder engagement
- delivering a complete brand and digital presence within a one-week timeframe
Discovery & Product Thinking
Before beginning the design work, I worked closely with the founder and project stakeholders to understand the product vision, target audience and commercial objectives.
We explored:
- who the primary users and decision-makers would be
- what problems the platform solved
- how the product should be positioned against existing approaches
- how to communicate complex technology in a simple, engaging way
These discussions informed the overall information hierarchy, messaging, website structure and visual language.
Design Strategy
Rather than focusing purely on aesthetics, the design strategy centred on improving communication and user understanding.
The priorities were to:
- establish trust through a clean, modern visual identity
- simplify complex information using strong visual hierarchy
- communicate the product's value quickly
- support investor confidence through professional presentation materials
- create a consistent experience across every customer touchpoint
Every design decision balanced user understanding with business objectives and the startup's premium positioning.
Brand Identity
Designed a modern visual identity that reflected innovation, collaboration and reliability while remaining approachable for a broad audience.
The identity system included:
- logo design
- typography system
- colour palette
- brand assets
- visual guidelines
The result was a scalable identity that could be used consistently across digital products, presentations and marketing communications.
Digital Experience
Designed and built a responsive website that clearly communicated the product's purpose, value proposition and key benefits.
UX/UI principles were applied throughout to improve:
- navigation clarity
- information architecture
- readability
- content hierarchy
- accessibility
- overall user comprehension
The website was designed to help visitors quickly understand the problem, the solution and why One Team Tech was different.
Marketing & Communication Design
Created a suite of supporting marketing collateral that translated complex technical research into clear, persuasive communication.
Deliverables included:
- investor pitch deck
- printed brochure
- presentation assets
- branded marketing materials
Each piece was designed to reinforce the same product narrative while maintaining visual consistency across all touchpoints.
Collaboration
Worked closely with the founder and project manager throughout the project to rapidly iterate concepts, refine messaging and align design decisions with business priorities.
The project also included participation in product roadmap and strategy workshops, contributing to discussions around product positioning, customer needs, prioritisation and value proposition. These workshops reinforced how product strategy and effective storytelling work together to shape successful digital products.
Outcome
Within one week, the project delivered a complete brand foundation and digital presence that enabled One Team Tech to present a consistent and professional proposition to investors, partners and prospective customers.
The project delivered:
- a cohesive visual identity
- responsive website
- investor pitch deck
- printed brochure
- consistent brand system across all communications
- clearer communication of a complex technology product
The result was a stronger digital presence that supported stakeholder engagement, investment discussions and future product development while providing a scalable foundation for the company's continued growth.
logo design
website design
pitch deck design
pitch deck design
pitch deck design
pitch deck design
brochure design
brochure design
brochure design
product roadmap workshop
product roadmap workshop
product roadmap workshop
