Case study · Brand for my own product · 2026
A word made of dots.
The Posada app speaks in two ways: mono text and dots. So the name is written in the same dots as the faces. The o has one eye, and it watches you.
01 · Two marks
Lines and dots, drawn together.
I drew both marks at the same time. One draws each letter as a single line. The other puts the word on the faces’ own grid: 13 rows, letters six dots wide. The dots went on posada.dev, because there the word stands next to the faces.
02 · Motion
Moves once. Then it’s curious.
The word builds itself once, dot by dot. After that it only wakes up for you: the eye follows your pointer, and when you point at it the o opens into the pill with two eyes, like in the menu bar.
Point at the wordTap a button to play it
03 · Colour
One ink. Colour means someone waits.
The word is black on paper. Colour has one job: when a face is waiting for you, the o takes that face’s colour. The eye stays ink, so it reads on yellow too. Pick a face.
04 · The icon
The o, on a tile of dots.
The app icon is the o from the word, on the same tile of dots as every face, in dark and on paper. In the menu bar it becomes the awake pill with two eyes.
05 · The brandbook
Every rule, on one page each.
The brandbook sets the grid, the sizes, motion, colour, the icon, where the mark goes and the few things it never does. Open any page.
The product
Every session gets a face.
The Mac app this brand belongs to. Every Claude Code session gets a face, and the one that needs you knocks.
See the app →Let’s build the whole thing.
Contact me© 2026 Goran