Bridging the Dusty Site and the Digital Dashboard
Uconia had an established platform, but the brand felt outdated and purely functional. The vision was not only to modernize but to instill a sense of pride in the workforce.
We needed to connect two worlds: the dusty construction site and high-tech SaaS — without losing either audience.
Creative Director — Brand & Product
I led the creative direction for the SaaS product launch, motion design, and corporate identity for international trade shows. I bridged the gap between the parent brand (Gagamuller) and the new product ecosystem (Uconia).
The Process in Action
Discovery & Anthropology
I conducted deep-dive interviews with stakeholders and mapped the emotional reality of construction teams. The insight: construction is high-stakes and high-stress. The UI needed to be high-contrast and legible, but the brand needed to feel empowering and robust — not delicate. I then mapped the entire client lifecycle to identify exactly which brand assets were needed at every funnel stage.
The Design System
Instead of the generic "SaaS Blue" used by competitors, I drew inspiration directly from the job site. The color palette — Safety Yellow, Signal Orange, and Marker Pink — is a nod to the safety gear used by the workforce every day. By adapting these industrial cues into a clean digital aesthetic, we created a brand that felt modern enough for investors and familiar enough for the crew on the ground.
The Roll-Out
The rebrand rolled out across every touchpoint: a strategic pitch deck for investor relations, high-impact trade show booths for global events, employer brand merchandise for internal culture, and a high-conversion landing page for lead capture.
What it Delivered
A comprehensive brand system successfully connecting construction site culture with modern SaaS design — deployed across investor decks, trade shows, digital products, and internal communications.