Phase 1: Foundational Infrastructure

Phase 1: Foundational Infrastructure

The Misson

Immi was started on the idea to create a healthier form of social media. I joined as a Design Consultant as they launched the Beta version of the app. First thing I noticed what the lack of a cohesive identity. I sat down with the founders and created a mood board, I instructed them to identify any and all images, brands, ads, ideas that they felt represented immi. We identified Hinge's "Designed to be Deleted" ethos as our north star. From this I came up with the internal slogan of "Connection over Consumption" which would be the core of the brand philosophy moving forward.

Figjam Competitive Analysis
Figjam Inspo & Colors

Fonts

On the right are the four fonts we narrowed our choices down to. Since they are a bootstrapped company we decided to focus on open source fonts. From Figma prototypes to React Native production code and investor pitch decks, the IMMI identity remains cohesive, accessible, free to maintain.


We chose Dm Sans for the following reasons:

  • Designed to be easily readable on any screen size.

  • Contemporary Geometric design.

  • Open source Google font.

To ensure the immi identity remains cohesive after hand-off, I established a series of typographic 'Guardrails.' These rules prevent common pitfalls, like improper letter spacing or illegible alignments. Allowing the founders to create new assets with the confidence of a seasoned designer.

Fonts

On the right are the four fonts we narrowed our choices down to. Since they are a bootstrapped company we decided to focus on open source fonts. From Figma prototypes to React Native production code and investor pitch decks, the IMMI identity remains cohesive, accessible, free to maintain.


We chose Dm Sans for the following reasons:

  • Designed to be easily readable on any screen size.

  • Contemporary Geometric design.

  • Open source Google font.

To ensure the immi identity remains cohesive after hand-off, I established a series of typographic 'Guardrails.' These rules prevent common pitfalls, like improper letter spacing or illegible alignments. Allowing the founders to create new assets with the confidence of a seasoned designer.

Font Choices
DM Sans
Typesetting
Typography No No's

Small aside about fonts, I originally loved Montserrat Alternates, however it includes a capital T that I can't think of a single use case for.

Why

Logo

The founders’ original logo symbolized two people holding hands. I refined it into a knockout mark that could scale across the product and wordmark system.

I also led a brand color shift from periwinkle to a higher-contrast purple, ensuring the core brand color could be used consistently across UI, marketing, and accessibility-compliant components.

Original Logo
My Version
New Colors
Accessibility Checker
The Final Colors

App Store Graphics

The final part of phase one was creating a new set of iPhone graphics to feature in the Appstore complete with all of our new brand guideline.

Phase 2: From Figma to Production

The brand is now being hardcoded into a production-ready environment. I am currently leading the development of a Type-safe Design System in React Native, ensuring that our 'Humanist' guardrails are enforced at the code level through custom TypeScript themes.

Phase 2: Coming Soon…

Phase 2: Coming Soon…

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