Client:
Role
Visual Designer
As Float grew, its visual identity struggled to keep pace.
Years of expansion had resulted in a brand that felt fragmented, with disconnected elements and no clear visual system. We did a full redesign to bring everything together into a cohesive identity that better reflected the company’s evolution and global presence.
We approached this as a systems problem before a visual one.
Before making anything, I audited every touchpoint, web, social, events and product marketing to understand where the inconsistencies lived and why. From there I defined the constraints: what needed to stay, what needed to evolve, and what needed to be built from scratch. The result was a visual language with enough structure to scale, and enough flexibility to breathe across very different contexts.
The system launched in 2025 and is still in use today. Float went on to its strongest commercial year in 2026.
A brand that communicates clearly at every touchpoint doesn't cause growth on its own, but it earns the trust that makes growth possible.
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