Uconia & Gagamuller:
Re-branding & Visual Design SaaS Startup
A comprehensive visual rebranding for a construction-tech ecosystem.
The Challenge
Uconia had an established platform, but the brand felt outdated and purely functional.
The vision for the rebrand was not only to modernize but to instill a sense of pride in the workforce. The goal was to transform the standard cost/planning platform for construction professionals, and internal employees. We needed to connect the "Dusty Construction Site" and "High-Tech SaaS."
My role
Led the creative direction for the SaaS product launch, motion design, and the corporate identity for international trade shows. Bridged the gap between the parent brand (Gagamuller) and the new product ecosystem.
The Process
Phase 1: Discovery & Anthropology
Mapping the Human Context.
To start, I looked at both the industry and the users. I conducted deep-dive interviews with stakeholders and mapped the emotional reality of construction teams.
The Insight: Construction is high-stakes and high-stress. The UI needed to be high-contrast and legible, but the Brand needed to feel empowering and robust, not delicate.
Strategic Scoping: The Touchpoint Map.
I mapped the entire client lifecycle—from first contact to contract signature—to identify exactly which brand assets were needed at every stage of the funnel.
Phase 2: The Design System
Construction is a high-contrast environment. Instead of relying on the generic 'SaaS Blue' used by competitors, I drew inspiration directly from the job site.
The color palette utilizes Safety Yellow, Signal Orange, and Marker Pink, a nod to the safety gear used by the workforce every day.
By adapting these industrial cues into a clean, digital aesthetic, we created a brand that felt both modern enough for investors and familiar enough for the crew on the ground.
Phase 3: The Roll-out
Investor Relations: Strategic Pitch Deck Design to communicate value to stakeholders.
Event Marketing: High-impact Trade Show Booths and banners for global visibility.
Employer Brand: Corporate merch to drive internal culture and workforce pride.
Web Design: High-conversion Landing Page to capture traffic and leads.
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