I led brand development and visual identity design for Yedi, an early-stage technology company dedicated to improving public restroom experiences. Yedi’s mission is to create a world where people can confidently navigate cities and travel without worrying about restroom access, cleanliness, or comfort. Their work integrates design, data, and emerging technology — including IoT and access control — to elevate the quality and accessibility of restroom facilities.

My role spanned the creation of a complete visual ecosystem: logo, color palette, typography, illustration style, tone of voice, and photography direction. These elements were codified in a Universal Visual Identity system and detailed Brand Book. I also authored the Brand Manifesto, establishing the brand’s ethos and emotional positioning in alignment with its mission, “Because Yes, Everyone Does It.”

On the product side, I designed the app’s general look and feel — including wireframes, illustrative assets, and high-impact keyframes — to support seamless user experience across digital touchpoints. Additional work included presentation decks for both internal stakeholders and consumers, as well as the initial concept and layout for the brand’s website.

This work laid the foundation for Yedi’s public-facing identity and helped align design, product, and messaging in preparation for launch.