Cooby is a productivity tool that helps sales teams manage multi-channel conversations. As the founding designer, I was brought in to establish the brand's initial visual identity, from the logo and color system to app icon, and to support the team in building their first design system for the product launch.

Cooby stands for a simple solution to help solo entrepreneurs and sales teams switch between client conversations across multiple channels, so the brand needed to convey both professionalism and approachability. I explored multiple typefaces to find the right balance and landed on Quicksand for its rounded, friendly geometry and modern style. The all-lowercase treatment was intentional to convey a sense of humility. I also added a solid circle between the two O's to represent the connection between users and their clients — the core of what Cooby stands for.

I picked playful, bright brand colors because as an early-stage startup, Cooby needed to stand out and leave a strong first impression. But vivid colors can be challenging to work with in product UI, so I created a shade palette for each brand color that the product team could use when building their design system.

Since Cooby serves users across multiple languages, I chose Noto Sans for its extensive language coverage, ensuring a consistent brand experience in every country.

Cooby is a conversation management tool. Before it existed, people often relied on handwritten notes to track key points from their conversations. Inspired by this, I used a classic quill as the icon's motif, rendered in clean, minimal linework to reflect both Cooby's purpose and its ease of use.