Informed

Informed came to us with no visual identity and no product. We built brand and product together, on one team.

Informed was building a news curation app. Human editors picking the day’s best articles, with no algorithm in between. They came to us before any of it existed: no visual system, no product, no shape yet.

Brand and product belong on the same team. Informed gave us a clean canvas to prove it: visual identity, design system, and the product itself shaped by the same designers in the same room. Brand decisions flowed straight into product behavior; product decisions pulled the brand wider.

The brand stayed inspired by newsstands: the physical logic of curation translated into a digital surface. Editors arranging the day’s selection the way a newsstand owner arranges the morning's papers. The color system carried the same idea: one color anchoring each topic, giving readers a visual map across the day's reading.

We ship tools, not guidelines. For Informed, that meant Figma components and templates the in-house team could use day to day: social posts, app screens, marketing materials, all built off our library.