Kipit

Rafi, the founder, came with a clear problem. He was tired of saving content across random places like Instagram, WhatsApp, Pinterest, and browser bookmarks, then never being able to find it again. Kipit was his solution. A simple way to save anything from any app or site and revisit it by type, category, or even location. My role was to give this idea a clear tone, a visual language, and a design direction that felt easy, smart, and a little social.

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The Concept: Collect Your Favorites

We built the brand around the idea of “Collect Your Favorites.” It’s that small but meaningful moment when you pause mid-scroll to save something. A link, a post, a video. Something that caught your eye. Each one becomes part of your Kipit.

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That idea shaped the entire identity system. Each type of content became a shape: articles, images, tweets, videos. Each represented as a different block that fits into the Kipit logo. Visually, it feels modular and playful. Conceptually, it turns saved content into something personal and intentional.

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Deliverables

• Logo and icon system
• Visual identity: colors, typography, and graphic language
• Landing page (design + development in Webflow)
• Assets for billboards and posters
• Brand deck and internal guidelines
• Design direction for the mobile app layout

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Process

I worked closely with Rafi and the app’s product and development team. When I joined, the team had already started designing the app, but the direction felt overly technical and generic. The brand needed to feel social and intuitive, not cold or overly functional.

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We kicked things off with a discovery session to unpack Kipit’s mission, goals, and personality. From there, I ran a competitive and inspiration review, then developed three logo directions. Two of them felt immediately aligned with Kipit’s vision, and we narrowed it down from there. I also collaborated with the project manager, who drafted brand values that helped me shape the logo ideas and tone of voice.

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Challenges and Turning Points

The biggest challenge was turning a straightforward utility into a story. Saving content is a simple action, but Kipit needed a message and brand world that made it feel exciting, emotional, and easy to use. The “Collect Your Favorites” concept did exactly that. It gave us a way to explain what Kipit does while adding a sense of joy and purpose.

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Another turning point was the color palette. Rafi initially pushed for a dark-mode aesthetic with gaming vibes. While I understood the instinct, it didn’t align with the core use case. Kipit is about revisiting and consuming saved content, often text-heavy. A darker theme would make that harder. After a lot of conversation and visual exploration, we landed on a palette that felt cool and functional. Bright, energetic tones that still worked in interface design.

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Visual Language

The identity is vibrant, modular, and social. It leans into the feeling of personalization and discovery.

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• Typography: A modern, versatile sans-serif font with multiple weights, ideal for both app UI and marketing materials
• Colors: A playful but balanced palette of blue, purple, bright teal, salmon pink, and soft supporting tones. The colors reflect the diversity of the content users save
• Shapes: The core graphic system uses rectangles, squares, circles, and half blocks. Each shape corresponds to a different type of content and adds to the visual metaphor of building your own Kipit

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Before & After

Before we started, there wasn’t a defined brand. The early app design leaned toward generic productivity with dark tones, standard UI, and no clear voice. After the rebrand, Kipit had a vibrant, clear identity with a tone that felt fun and relevant. The branding helped reposition Kipit not just as a tool but as a digital companion. Something between a social app and a utility.

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Impact

While there are no specific metrics to share yet, the brand system gave the team a strong foundation to move forward. It allowed them to align their messaging, produce consistent content, and focus their energy on what matters most — bringing in users. The identity became a tool not just for visual recognition, but for internal clarity and momentum.

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