UAY - branding for software development company








  • UAY - is a software development
    company based in Switzerland.​​​​​​​


    We had a pleasure to create a functioning brand style, branding elements and supporting identity system.

    smart by design™ worked closely with the client since the early brand mark concepting stages. During the exploration stage, our goal was to find a shape that feels dynamic, moving and symbolizes creating something new from common shapes. We started with more geometrical shapes such as circles, pathways, but then moved towards an abstract direction presenting U and Y letters monogram.

    The process. We started with a strategic understanding of the company goals, user base. Before we kicked-off the creative process we developed user profiles, brand attributes, competition research to identify unique opportunities in the field.

    Through brand identity we decided to communicate UAY values — personal approach, innovative, intelligent, modern, and fun.

    We’re delighted to see the brand and product come to life and happy to share the process and outcome.


    Our Role:
    Brand Strategy
    Brand development
    Branding Elements
    Brand Identity system












  • Logo idea

    Logo icon construction consists of 4 simple geometrical elements that combined present U and Y letters monogram.

    The client’s goal for UAY brand icon to be minimal, flat, and distinctive on white and dark backgrounds.












  • Process​​​​​​​

    We started the creative process with a strategic understanding of the company goals and challenges, primary and secondary user bases, direct competition. Before we kicked-off the creative process we developed user personas to create an understanding and empathy, set up brand attributes, researched competition to identify unique opportunities in the field.











  • Branding studio - smart by design

    Aiste - brand direction
    Leo - art director