Publiq

We kicked off the project with a brand sprint workshop, using targeted exercises to explore key aspects of the brand, including its core values, purpose, target audience, personality, and story. Over a three-hour session, we sat down with three of Publiq’s executives to define the brand’s unique positioning that would shape its visual identity, tone of voice, and copywriting direction. This session aligned all of us on expectations for the website redesign, laying a foundation for the next phases of the project.

At the heart of the brand concept we created for Publiq is a simple idea: transformation should connect, not divide.

Like the umarelli — elderly men in Italy who watch over construction sites with genuine curiosity — we believe people want to understand what’s being built around them. Publiq embraces that curiosity and channels it into meaningful engagement. We saw an opportunity to turn this emotion into a brand built on the idea of turning barriers into bridges. The result is a visual identity that aligns with the company’s vision and feels authentic to the people behind Publiq.

The logo development process involved exploring symbolism and distinctiveness, experimenting with different shapes, combinations, and weights to achieve the right balance between clarity, flexibility, and brand recognition.

The color palette we chose for Publiq balances clarity and energy, with off black and white as the primary colors for text-heavy sections to ensure maximum readability. Vibrant accent colors — green, yellow, pink, and blue — are used in illustrations and text-free sections, keeping the design fresh and modular.

We picked Wix Madefor Display for bold, attention-grabbing headings and Wix Madefor Text for clear, readable body copy — modern Google Fonts suitable for a SaaS company.

To visually communicate abstract concepts, we developed a custom vector illustration style for Publiq. These illustrations are simple and friendly, focusing on themes like residents in public spaces, construction sites, and other elements that reflect the dynamic life of communities. They serve as a playful yet practical tool to express ideas that are hard to capture in photos, evoke emotion, and help explain features or abstract concepts.

We use solid colors and negative space to create clean, modern visuals with a distinct personality. The color palette is intentionally limited to one brand color, complemented by black and white, to ensure consistency and strong brand recognition across all materials.

During this process, we helped shape a distinct tone of voice that aligns with Publiq’s values and positioning. These resulted in the Voice & Tone guidelines – included in the Brand guidelines document.

As part of this process, we defined modular website components that adapt to different content needs and usage contexts, ensuring consistency across the entire site. Compared to the company’s previous website, the new layout makes better use of space, improves information hierarchy, and enhances navigation and user experience.

We took extra care optimizing the placement of primary and secondary buttons, ensuring they align with the customer journey and sales funnel for a logical, user-friendly flow that guides visitors toward key actions.

We crafted the first copy drafts based on the messaging and tone of voice established earlier in the project. Through collaborative feedback rounds, we refined both the copy and wireframes, preparing them for the website’s visual and technical development.

For Publiq, we designed a simple, clean, and highly functional website. It follows a logical structure, using an 8-point grid system for spacing and alignment. The white background allows for easy modular rearrangement and creation of new subpages. Buttons are kept black and white, with colors reserved for visuals. The design incorporates both photography and illustration, with a clear logic behind their use – each serving distinct purposes.