Client / Employer

Field

SaaS
fleet management
e-mobility

Duration

2022 – 2023

Tools

Figma
Adobe
Miro

Roles

UI design
art direction
brand governance

Webdesign

Our website was designed as a formal bridge to connect with potential clients and partners while we developed our product. As a SaaS company for e-mobility fleets, we catered to both senior fleet managers, who are often hesitant about electrification but need to comply with regulations, and younger, tech-savvy managers enthusiastic about e-mobility.

Brand Identity Design

Library Assets & Brand Governance

The existing brand material had been designed for pitching purposes and required further develoment aligned with the business short- and long-term growth goals.

There was also the need of aligning Marketing with Product, which had been working with Material Design. I worked on the brand alignment of typography and colors to ensure accessibility and consistency across all digital platforms.

Logo

Optimized version for Digital-First Environments.

Lanes

The three lines representing the products became road lanes, a central element of the branding, guiding the user's eye and playing a key role in the storytelling, suggesting time and rhythm, particularly when animated.

Typography

A suitable font was chosen to fullfill our digital product requirements and effectively convey the intended identiy. This change improved readability and strengthened the visual connection between product and brand.

Color Palette

The yellow was adjusted to improve accessibility (WCAG compliance), ensuring the brand remained functional in high-utility digital environments. The blue hue was improved to intensify its vibrant appearance visual consistency.

Infographics

Infographic templates were designed to be used in a variety of assets, including the product itself, Keynote presentations, white papers, flyers, and other marketing and sales materials. 

Iconography

The three main functions of the product were represented by three icons. Additionally, a comprehensive set of icons and guidelines was created to ensure consistency on the expansion of our icon library to be used across the product, marketing and sales materials.

Marketing & Sales Assets

Scalable Design Operations

I developed a comprehensive library of templates (Social, Keynote, Print) to empower teams to produce on-brand content independently and reduce design bottlenecks as the company scaled.

Social Media & Content Design

At PANION, I designed social media content spanning team updates, event participation, keynotes, Webinars, blog posts, white papers, and awareness days. I also developed templates and visual guidelines to ensure consistent, on-brand communication, and contributed to content planning aligned with our marketing goals.

Initial brand iteration: Focused on maintaining continuity during the transition to the new visual system.

Flyer Design & Event Booth

Our products would have a flyer, highlighting key features, benefits, and UI, while also cross-promoting the other products. This became an important brand asset — often serving as the first impression for potential clients and distributed at all industry events. In addition, I designed our event booth stands, counter and roll-up to ensure a cohesive and professional brand presence. All assets were crafted to clearly communicate our offering while reinforcing consistency and credibility.

Product Explainer Video

For an explainer video introducing PANION’s software to the Sales team at our parent company, ABB e-Mobility and having our content designer’s script as a starting point, I developed the storyboard, defined the visual direction in line with ABB’s branding, and coordinated with an external partner responsible for animation and editing . The video was designed to clearly communicate the product’s value and functionality to a wider internal audience.

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