Tirendo

Tirendo was my first major project at Project A Ventures, one of Berlin's leading startup incubators, and one of the most ambitious briefs I had tackled at that point in my career. The task went far beyond logo design: it meant building a complete brand identity and digital presence from scratch for an emerging e-commerce platform. A central part of the challenge was creating a coherent visual world, a consistent image language that could carry the brand across every digital touchpoint. Read more ↓

I developed four to five distinct website concepts in parallel, each exploring different directions in layout, typography, and visual tone. Multiple logo versions were iterated alongside the web design process, ensuring alignment between brand identity and digital experience. Defining the visual world meant establishing photography style, colour palette, and the aesthetic system that would underpin all future design decisions. This involved working across a wide range of tools while collaborating closely with stakeholders across the venture. Read more ↓

The initial website concept followed a standard e-commerce structure. Through the design process it became clear that tire purchasing works differently: customers search by the specifications printed on their tires, such as speed rating and whether the tire is suited for summer, winter, or all-season use. This insight shifted the design direction fundamentally, moving away from a generic product catalogue toward a search experience built around tire specifications. The project also produced a strong visual identity, including logo, colour palette, and an image language that carried the brand across all digital touchpoints. Read more ↓