SENIOR BRAND & VISUAL DESIGNER

Pathlight Web App

Numina

ROLE: CREATIVE DIRECTOR
BRANDING  |  UI/UX  |  WEB DESIGN  |  ILLUSTRATION  |  ICONOGRAPHY

COMPANY SIZE: 3  |  INDUSTRY: URBAN DESIGN  |  YEAR: 2017

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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.

My role was to create a brand and visual language that brought forward Numina's cutting edge technology, their strong and grounded convictions on understanding user patterns and behaviors in urban streets, and to create a design best suited to their audience: city planners, urban designers and government officials. 

 
 
 

Brand Identity

The Numina 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.

 
 
 
 
 

ILLUSTRATION & ICONOGRAPHY

 

Color is intentionally used to show path and behavior, while the black objects represent different ground elements of our city streets such as pedestrians, bicycles, wheelchair, and public transportation.

 
 
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Dashboard Web App Design

 

Numina was selected to present to over 17,000 visitors and more than 700 cities at the center of the Smart City Expo & World Congress, as one of the event’s five most innovative solutions selected in its Call for Solutions. Working together with the CEO and engineer, we were able to design, develop and launch the web app dashboard in 1 month. I was responsible for UX for the app as well as the development of a Design System, UI, and Iconography.

 
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App Bar & Menu - R2.png
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