Glacis
Building a Bold and Smart Identity for an AI Driven Logistics Startup
Role
Brand Designer, Visual Designer, Web Designer
Deliverables
Brand Book, Visual Designs, Web Design
Glacis is a new B2B company aiming to simplify complex logistics and supply chain operations through a unified platform supported by AI agents. Before entering the market the founders needed a complete brand identity and a website that could communicate their vision clearly. I joined the team at the earliest stage and helped shape the brand from the ground up.
AI Summary
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The Challenge
Since Glacis was preparing to enter the market without an existing identity the first challenge was defining what the brand should feel like. Many companies in the logistics sector rely on outdated visual styles and heavy corporate tones which made competitor analysis difficult. These references did not represent the direction the founders wanted for Glacis. The task was to create a visual direction that felt both modern and trustworthy without relying on common industry conventions. This required building the brand from the ground up and testing multiple directions before finding the right balance between ambition and accessibility.
Insights
Through early workshops we defined the character of the brand using a brand personality slider. This helped establish a shared understanding of how Glacis should feel and what visual direction could support that. Two key insights shaped the design: The brand should communicate both ambition and practicality since Glacis combines AI forward technology with real world operational needs. Clear structure and modern simplicity would help users understand a complex problem space quickly. These insights guided the development of a bold yet accessible design language.
Visual Design and Concept Exploration
Because the client did not have a clear direction initially I explored 6 to 7 different concepts. Each direction tested different degrees of boldness, accessibility and personality. The final visual direction combined high contrast but balanced color choices, clean and modern typography, confident layouts that communicate clarity, and simple but strong visual elements that support the AI driven narrative. The aim was to make the brand feel smart and dynamic while staying readable and practical.
Branding Direction
After finalizing the direction I built a full identity system that included: Color palette with accessible combinations; Typography rules for headings, body text and UI labels; Layout and spacing guidelines; Iconography and reusable shapes; A complete brand book for internal and external use. This system ensures that Glacis can remain visually consistent as it expands.
Logo Enhancement
The client was already happy with the existing logo and brandmark, so the goal was not to redesign it. Instead I focused on a small refinement that improved balance and clarity. The letters s and i were joined together to create a cleaner look and a stronger visual connection inside the wordmark. This subtle update helped the logo feel more cohesive while staying true to the original idea.
Results
The final identity gave Glacis a strong foundation for its entry into the market. The brand now reflects the ambition of an AI powered logistics solution while staying clear, modern and approachable. The founders shared that the direction fully matched their vision and provided a scalable system for future product and communication needs.
“It was a real pleasure working with Hande! She led the design of our website and built our brand from the ground up from the visual identity to the creative assets. What stood out most was her ability to intuitively understand the intent behind our feedback and translate it into well executed design. Super collaborative, responsive, and always open to iteration.”