Branding

Chameleo

Chameleo is an EdTech web app that helps people navigate cultural differences and communicate more effectively across cultures.

The founder came with a clear product vision but no visual identity. The goal was to create a brand that felt approachable and playful, while still looking credible enough for investors and early users.

Chameleo is an EdTech web app that helps people navigate cultural differences and communicate more effectively across cultures. The founder came with a clear product vision but no visual identity. The goal was to create a brand that felt approachable and playful, while still looking credible enough for investors and early users.

Team

Typography

Logo

Color System

Mascot

Services

Dec 2024 — May 2025

Date

Problem

The startup had no visual identity at all. No logo, no colors, no direction.

The brand needed to feel warm and approachable, not like another boring e-learning platform. But it also had to hold up in front of investors and look polished enough for the app stores. Starting from zero and hitting both of those at once is a real challenge.

The startup had no visual identity at all. No logo, no colors, no direction.

The brand needed to feel warm and approachable, not like another boring e-learning platform. But it also had to hold up in front of investors and look polished enough for the app stores. Starting from zero and hitting both of those at once is a real challenge.

Solution

Defining the visual direction before jumping into Figma.

The result was a full brand system: logo, color palette with gradients, typography, and a custom mascot. Everything was built to feel calm and playful at the same time, and flexible enough to scale as the product grows.

Colours

Colour palette

A light palette of colours was chosen with saturated purple as a primary colour.

#6F60F4

Gradient

BG Gradient

#84D0E1

#BDB7F2

#FFFFFF

#E6E3FF

Typography

Neue Regrade is a modern, geometric sans-serif with a distinctive personality. It sits somewhere between clean and expressive, precise enough for digital interfaces but with enough character to stand out in branding. Its rounded, confident letterforms make it a strong choice for headlines and display use, where you want something that feels fresh without trying too hard.

Neue Regrade is a modern, geometric sans-serif with a distinctive personality. It sits somewhere between clean and expressive, precise enough for digital interfaces but with enough character to stand out in branding. Its rounded, confident letterforms make it a strong choice for headlines and display use, where you want something that feels fresh without trying too hard.

Chameleo

Character Design

Early on in the development of Workmate, we decided to focus on a mascot to represent the AI, in order to make it approachable and to support future voice and video interactions. We paired up with Liudmila Kolotilina to develop a friendly character we lovingly referred to as Cappy.

Early on in the development of Workmate, we decided to focus on a mascot to represent the AI, in order to make it approachable and to support future voice and video interactions. We paired up with Liudmila Kolotilina to develop a friendly character we lovingly referred to as Cappy.

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