Memoir
Branding the first accessible photo library app for visually impaired individuals.
Duration
Jan 2025 → April 2025
Roles
Design Consultant
Graphic Designer
Skills
Branding Identity Development
Pitch Deck Design
Tools
Figma
Overview
Background
Memoir is a startup building the first accessible photo library app for visually impaired users. I led the ground-up branding and visual identity, shaping a cohesive system that informed the pitch deck and social media presence. I iterated through multiple directions with the founders and my team to develop a braille-inspired logo and scalable brand assets that supported investor storytelling, early marketing, and long-term product growth. The challenge was to create a visual system that balanced warmth and upliftment with the polish expected from a tech-driven product.
Challenge
How might we build a brand identity rooted in accessibility so that visually impaired users feel seen and investors trust the product's innovation for a scalable, tech-forward startup?
Concept
Solution
A braille-inspired M logo paired with a vibrant teal-blue and orange palette, forming a flexible identity system that supported storytelling, product vision, and early marketing.
Final blogo lettermark inspired by braille symbols
Solution Synopsis
Braille-inspired logo
Warm, uplifting color system limited to three core tones
Scalable brand assets adaptable across pitch decks, web, and social media
Process
Design Process
I collaborated closely with the founders and PM to explore multiple visual directions before refining the logo, typography, and color palette. The process involved iterative exploration and testing what felt right for the Memoir's mission while maintaining visual clarity. I continuously refined based on readability, tone, and long-term scalability.
Branding Moodboard
Iteration
The braille-inspired direction was refined through adjustments in spacing, dot proportion, and weight. Iteration also included pitch deck applications to confirm that the identity held up in different environments.
Iteration and improvements
Pitch Design
Pros
Braille reference felt subtle and meaningful to the user base
Complementary colors added energy
Clean typography improved legibility across formats
Cons
Logos felt too icon-like and less like distinct brand marks
Dark gradients felt overly tech-stack and reduced readability
Italicized m and period disrupted readability
Result
Pitch Deck Walkthrough
What we delivered
Animated investor pitch deck (won a Viterbi pitch competition!)
Brand guide with logo, color, and typography system
Social media launch assets (2 posts)
