The Brief
PUOI Studio is an independent design consultancy specialising in B2B SaaS product design. The brand needed to communicate boldness, precision, and creative confidence — standing out in a market of minimal studio identities. Deliverables: full brand guidelines including logo, typography, colour palette, business card, and social media system.
The Challenge
Most design studio brands fall into one of two traps: generic minimalism that says nothing about the work, or over-designed self-indulgence that obscures the service.
PUOI needed an identity that was immediately recognisable, communicated seriousness and craft, and worked consistently across digital, print, and social formats from day one.
Creative Direction
The logotype is built on a custom geometric letterform system with a distinctive crossbar structure that creates visual rhythm and recognition. Primary typeface: Syne — used for UI, campaign headlines, and all brand materials. Colour palette: Primary Crimson #C4004B, Cream #F5F0E8, Dark #1C1917, Amber Gold #D4A017. The system is built to scale: minimum reproduction size of 32px, strict clear-space rules, and three approved lockups for every context.
