Making urban streets pedestrian safe.
Gathering data to learn about street behaviors and patterns.
Numina reached out to for a consumer facing re-brand, website design, illustration, and iconography.
My role: Creative director, brand identity, web UX/UI, Illustration, Iconography, web app UX/UI
CEO: Tara Pham | Company size: 3 | Year: 2017-2018
Numina collects data in physical spaces in a mission to make urban streets safe for bicycles and pedestrians. The sensor uses a high-tech artificial intelligence sensor to survey busy street intersections with reliable, efficient and affordable data collection for any city.
We wanted the brand to be minimal and bold. Numina's logo borrows from both simple and familiar shapes, as well as path patterns seen on urban streets — such as a pedestrian crosswalk and skyscrapers. Keeping those elements in mind, I also wanted to add reminiscing tones from early modern architecture, where simple and bold lines created the most visual impact. Color is to be used very intentionally to bring attention to behaviors or actions to be taken as seen on the illustrations and icons.