Brand Identity & Website Design
Salsa.dev
- Brand Identity Design
- Brand Guidelines Creation
- Visual System Overhaul (Typography, Colors, Icons)
- Internal & External Communication Design
Problem
Salsa, a highly technical and service-oriented payroll company, came to What Else Studio seeking a brand that could match their growth and expertise. Their existing identity no longer reflected the sophistication or trust their clients experienced firsthand. As the graphic and brand designer on the project, I helped lead the effort to evolve Salsa’s visual identity—creating a modern, cohesive system that communicated their precision, reliability, and human-centered approach.
Solution
We began by refining the brand’s foundation starting with refreshing the logo, creating a cohesive color palette, and developing a signature gradient system to anchor the visuals. With the new identity in place, we expanded it across social media, UI illustrations (28 in total!), emails, and presentation decks. Finally, we brought it all to life through a fully developed website that unified the brand across every touchpoint. The website and brand are full of exciting, delightful moments that reflect Salsa to a T.
Key moments
- Defined the Foundation — We reimagining the brand system gave us the space to really dig deep into who Salsa is and what they stand for. We tested several concepts before landing on this futuristic, speedy purple design.
- Built a Scalable System — We developed brand (visual and written) guidelines and visual rules that ensured consistency across all digital and print applications.
- Unified the Digital Experience — Applying the refreshed identity to a new website created a seamless user journey and cohesive brand expression online. A designer's dream!
- A Successful Launch — Seeing Salsa come to life was such a treat.
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