Having strengthened and clarified the brand DNA, I was able to move on to the next phase to elevate the brand by tweaking the visual identity ever so slightly. With time and development constraints in mind, I decided to focus on the easiest aspects to implement without changing the brand identity too much – colors and type.

For colors, I introduced subtle and pleasant gradient combinations and standardized an accent color that elevates the visual design without altering too much. Although the design language in terms of shapes, minimalism, and iconography remained similar to the original design, a strong but subtle gradient used strategically on certain CTA buttons or on the backgrounds of specific cards or page sections helped add a ‘futuristic’ touch without feeling jarring. I also experimented with different color combinations by designing conceptual web app mockups to see how they looked.

Design elements such as muted borders, glassy effect on certain brand collaterals, UI & homepage imagery helped elevate the design to look more futuristic and modern.

In terms of typography, I decided to keep the same typeface – 'Inter', as it was the perfect choice to begin with because of its neutral, minimal and functional design. However, I standardized the typography by introducing a consistent set of font sizes, weights, and defined the purpose for each size.