Enter the Intelligence Ecosystem

Role and responsibilities
Lead Designer & Illustrator / Branding, Creative direction, Web/UI Design, Icon design, Spot Illustrations

Overview


Partnered with product and content teams in Athens and London, Product Marketing manager and CEO for redesigning company’s branding identity, conceptualising and designing for web/mobile/responsive app and delivering creative concepts for MarComms campaigns through online and print touch points. Also, created teaser illustration concepts for launching campaign at Thessaloniki International Exhibition Center (Section: Technology Research). 

Cognitive plus is UK-based legal tech startup offering a document review and classification platform designed to extract key provisions from documents and enhance contract processing by streamlining reviews and improving negotiation outcomes across various industries. It's flagship SaaS application simplifies complex legal processes and tasks that traditionally require hours or days of manual effort and now can be completed in minutes, making document review faster and accessible to non-experts, saving time and reducing risks for clients.

Problem


👉 Weak brand perception by current user base and potential customers

👉 Flat and outdated style of previous branding & digital channels didn’t convey company’s vision and led to an under-appreciated product and user experience
👉 Inconsistent use of branding components across teams due to lack of efficient guidelines 

Solution

🟢 Designed new branding identity with two key elements: logo mark and type and refined colour palette for reflecting technology innovation and enhancing trust and positivity
🟢 Crafted a structured and inspiring web/mobile presence and introduced custom-made spot illustrations for making a more intuitive and engaging user experience

🟢 Developed brand guidelines and illustration system for alignment and coherent use

Impact


✅ Stronger brand recognition and more engaging visual identity
✅ Emotional connection 
✅ Consistent branding and design/illustration system for professional presence across all platforms

Project highlights

Design process

Explore & define
Audit
Competitive Analysis
User Journey Mapping 
Design brief

Brand design
Concept design
Logo mark &Typography
Style guide
Illustration System 1

Design
Information Architecture
Wireframe / User Flows
Layouts Designs (Web/Mobile)
Design / Illustration System 2

Deliver
Refine Deliverables
Hand off / Annotations
UX Audit & Testing
Release & Monitor

Information Architecture

✅ Partnered with content design team in London and product team in Athens for related initiatives

✅ Content audit

✅ KPIs, conversions and CTAs (Call-To-Actions)

✅ Hierarchy Sitemap and user flows

✅ Labels and navigation system

Layouts design

MarComms campaign

Design & Illustration systems

Design system

geokarvel@gmail.com