iComply
A clear and compelling brand story. Creating clarity, clarity about who and what iComply is, what they stand for, and how they show up in the world.
iComply: specialising in keeping your frontline workforce safe and legal.
First things first
Where every good brand begins: with story.
Before we ever touched a typeface or picked a colour, we began with the essential: what’s the story we want to tell. Because good design doesn’t start in Figma; it starts with understanding. What does this brand stand for? Who does it serve? Why does it matter?
For iComply, the heart of the story was clear: when staff aren’t compliant, the whole organisation is at risk. But staying on top of compliance is often complex, inconsistent, and – let’s face it – overwhelming. iComply set out to change that. Their mission? To simplify workforce compliance, so businesses can stay confident, protected, and in control. My job was to translate that mission into a brand experience that’s just as clear and intuitive as the product itself.
Secondly
Get to know the people, not just the product.
Every brand is built on people—their ambitions, frustrations, and beliefs. So we took time to sit down with the iComply team, listen to their stories, and learn about the world they’re operating in. Through workshops, interviews, and discovery sessions, we unpacked not just what they do, but why they do it—and how they want their customers to feel when using their tools.
From that, a tone of voice began to emerge: practical but not dry, professional yet human, confident without being overbearing. These insights became the foundation for everything that followed—from colour palettes to app interfaces.
Areas of involvement
Designing with intention
iComply style guide cover
Consistency is good. Coherence is better.
With the brand story in place, we turned our attention to how it would come to life visually—everywhere from the dashboard to the business card. For iComply, that meant building a design system that wasn’t just about looking polished, but about feeling intuitive. Clear. Reassuring.
I developed a set of flexible, accessible design guidelines—covering everything from typography and spacing to iconography and image treatment. Built on a Tailwind framework, the system supports rapid development while keeping interfaces visually aligned. More importantly, it reflects the brand’s personality: capable, reliable, and designed to empower.
While consistency makes things feel familiar, coherence is what makes them feel right. Every decision—from button states to background colours—was made with clarity in mind.
Colour & type
Consistency is good. Coherence is better.
With the brand story in place, we turned our attention to how it would come to life visually—everywhere from the dashboard to the business card. For iComply, that meant building a design system that wasn’t just about looking polished, but about feeling intuitive. Clear. Reassuring.
I developed a set of flexible, accessible design guidelines—covering everything from typography and spacing to iconography and image treatment. Built on a Tailwind framework, the system supports rapid development while keeping interfaces visually aligned. More importantly, it reflects the brand’s personality: capable, reliable, and designed to empower.
While consistency makes things feel familiar, coherence is what makes them feel right. Every decision—from button states to background colours—was made with clarity in mind.
iComply colour palette based on Tailwind structure
Dynamic Typography
The easiest way to stay compliant with your business
The easiest way to stay compliant with your business
The easiest way to stay
compliant with your business
The easiest way to stay
compliant with your business
The easiest way to stay
compliant with your business
compliant with your business
When writing titles/headers we can use a mix of the ‘thin’ font-weight and the ‘medium’ font-weight where the latter emphasises the message.
Dynamic Typography
“
Testimonial style. The quick brown fox jumps over the lazy dog is an English-language pangram. iComply helped us to cut down our onboarding time by 50%.
Ulf Schroeter, Creative Head of obii.mobi
The Logo
Start with a circle, Find the meaning
When it came to designing the iComply logo, I did what I often do: start with a circle. Not just because it’s a pleasing shape, but because it represents something deeper: wholeness, unity, protection.
Deriving from one of iComply’s brand values, I explored a visual cue that represents a gesture of ‘providing’, ‘help’, and ‘offering’ – a form that could express support and guidance: a hand reaching out, not pointing a finger. What emerged was a mark that feels approachable and capable. It’s visually simple, but rich in intent.
And, crucially, it’s not a one-off. The logo system was designed with brand architecture in mind, allowing the same design principles to carry across other divisions within the parent company—creating a cohesive family of brands with shared DNA.
The starting point
iComply logo creation explained
Ideating
iComply logo creation explained
The Final Logo Including Brandmark and Logotype
iComply logo creation explained
Being part of something bigger
Designing for the family
iComply isn’t an island. It’s part of a broader organisation with multiple offerings under one umbrella. That meant the visual identity had to stand strong on its own and fit neatly into a wider brand ecosystem.
We approached it like a modular system: shared principles, unique expressions. The logo sits comfortably alongside its sibling brands, linked by form and feel but distinct in purpose. This not only strengthens brand recognition—it fosters trust. When customers engage with one part of the organisation and have a good experience, they’re more likely to trust the others.
It’s brand architecture done thoughtfully, not just structurally.
Logos for other subsidiaries
iComply logo appearance for brand architecture
Logo icons used for applications
iComply icons for brand architecture
Across channels
Letting the brand show up, and shine
With the visual identity and design system in place, we brought the brand to life across every touchpoint: digital, print, internal tools, and external marketing. That included web and mobile apps, business stationery, forms, and promotional materials—each one a chance to reinforce clarity, trust, and ease of use.
This isn’t design for design’s sake. It’s design that helps people do their jobs better, faster, and with confidence.
iComply mobile look and feel
iComply watch use of E_ID
iDeliver Shipping Bag
iComply outdoor ad
iComply Stationary
iComply uniform
The results
What we created together:
- A clear and compelling brand story
- A confident and flexible visual identity
- Cohesive user interface designs across mobile and desktop apps
- Human-centred UX design grounded in real workflows
- Scalable style guides and design systems for ongoing growth
- Brand Applications such as logo, illustrations, icons, and image libraries for broad brand expression
- Artwork for stationery, forms, business cards, and more
- A responsive, accessible, and on-brand website (strategy, design, build)
But beyond all the deliverables, what we really created was clarity, clarity about who and what iComply is, what they stand for, and how they show up in the world.
