About the Project
foam is a tool that spots production issues in code as they first occur, without an engineer spending hours debugging. foam helps explain what went wrong, why, and suggests how an engineer can fix it.
I worked directly with the co-founders to quickly create a mini brand to help solidify their identity. They wanted to present themselves in the market as a friendly coworker that is helpful and precise. The brand included a fully custom logotype, color palette, figma design library, type selections, email templates, a slide deck template, and a general landing page.
The logotype was inspired significantly by the name itself and how they wanted to position themselves in the market. The logotype was ultimately created through a series of overlapping contours, and included an optical logo (small and large) for size-dependent use, like navigation versus larger marketing usage.
Note: This was my first freelance project after leaving my last job. I hate AI, but I did it anyway. I have an even more anti-capitalist and pro-worker stance on it now, so this is the first and last AI product I’ll do any work for. AI is at odds with the people, our creativity and talents, our livelihood, and our collective future.