Tag / Visual Identity

by Leah Saifi

Case Study: Zevia — How Bold Design Turned a Niche Brand Into a Shelf Powerhouse

When rebranding transforms perception, emotion, and sales

For years, Zevia – the zero-sugar soda brand, sat quietly on grocery shelves. Its original logo and packaging leaned heavily into a natural, wellness-driven aesthetic, but it struggled to capture the same visual energy that mainstream soda brands command.

As a designer, I’ve always found Zevia’s story fascinating because it’s a perfect example of how strategic rebranding and motion design can completely shift a product’s market presence.

The Problem: A Brand That Looked “Healthy,” Not “Desirable”

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by Leah Saifi

Case Study: Airbnb 2015 Rebrand — Designing Belonging Through Visual Identity

How a bold, human-centered redesign transformed a global brand

In 2015, Airbnb unveiled a comprehensive brand overhaul created by its in-house DesignStudio. At the heart of the rebrand was a simple, yet profound idea: “Belong Anywhere.” This concept went beyond slogans and marketing – it was embedded into the very visual DNA of the company.

The Challenge: Building Trust and Emotional Connection

Before the rebrand, Airbnb had a functional brand identity – clean, tech-driven, and utilitarian but it lacked emotional resonance. As the platform grew globally, it faced a challenge shared by many tech companies: how to communicate warmth, trust, and belonging at scale.

Airbnb’s solution? Create a design system that could span every touchpoint: web, mobile apps, print, photography, and physical spaces – all while maintaining clarity and coherence.

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by Leah Saifi

Case Study: The Evolution of the Facebook “F” Logo — Lessons in UI/UX Design

How subtle refinements tell a story about interface, usability, and visual clarity

Facebook’s iconic “F” logo is deceptively simple. But a closer look at its evolution, from a subtle wave effect in the early days to the circular centered icon of 2019 – reveals a decade-long story of refinement driven by UI/UX principles.

For designers, this is how small changes can have outsized impact on recognition, usability, and digital adaptability.

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by Leah Saifi

Case Study: FedEx – The Power of Restraint in Design

How simplicity built one of the world’s most recognizable visual systems

In an era of over designed packaging and loud branding, FedEx remains a masterclass in restraint. Its clean, minimal packaging design – white background, bold typography, and signature color accents, has become one of the most recognizable visuals in the world.

As designers, we talk often about innovation and complexity, but FedEx reminds us that clarity is the ultimate sophistication.

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