Role: Brand Designer and UI UX Designer
Tool: Pen & Paper, Sketch, Figma, Illustrator
Duration: 05 2025
This project reflects my approach to brand design: combining conceptual thinking, systems-driven execution, and a deep understanding of emerging technology markets.
In 2025, I partnered with an AI startup at its earliest stage to define and design its brand identity from the ground up.
Working closely with the founding team, I transformed strategic insights and product vision into a visual system that communicates innovation, trust, and scalability.
Satellica is an AI-powered research platform that enables teams to conduct interviews, usability tests, and insight analysis faster and at scale.
The name “Satellica” draws inspiration from the concept of satellites — symbolizing connectivity, intelligence, and exploration. The team envisioned a brand identity that feels modern, technological, and academically grounded.
1 — Brainstorming the Concept
The name “Satellica” immediately evoked imagery of the universe — a dark, infinite space illuminated by distant stars and purple universe tones. Inspired by this atmosphere, I began sketching a range of visual concepts, exploring forms and symbols that reflect intelligence, connection, and futuristic technology.
After creating over 60 drafts, I narrowed my focus to five or six key symbols that reflect the brand’s philosophy. I combined an “S” with a circle to represent a satellite, tying back to the brand name. For the “S” shape, I incorporated a lightning symbol to convey the speed of the AI platform. I also replaced the dot on the letter “i” with a star to evoke a space-inspired atmosphere, and added an arc extending from the “S” to the star to reinforce the idea of fast, seamless connection.
JUNZHAO DESIGN 