Rebranding Membership Based Food Market in Beijing
CLIENT: Flowcode
SERVICES: UXUI, Marketing Design, Logo Design, Brand System
Founded by Tim Armstrong (Former CEO of AOL and Google) Flowcode is a tech startup focused on enhancing seamless offline-to-online connections for businesses primarily enabled by QR technology. We developed a visual identity and marketing strategy that ensures a cohesive experience across branding, promotions, and the website.
Before diving into design, we conducted market research and company-wide survey to identify what sets Flowcode apart from other QR platforms. We found that its core value lies in highlighting its clients rather than focusing on itself. Our goal was to ensure this message was reflected consistently across all touchpoints.
Flowcode’s typographic system pairs RF Dewi Extended Semibold for headlines with Inter Regular and Medium for body content.RF Dewi Extended brings a sense of boldness and modernity, complementing the brand’s fast-moving, tech-driven nature. Its wide, confident structure helps establish hierarchy and draws attention across digital and print materials.Inter, designed for digital clarity, ensures optimal readability across interfaces. Its neutral tone balances the expressive headline style, creating a clean and accessible system that scales across all brand touchpoints.
The color palette is designed to reflect Flowcode’s innovation and dynamism as a tech startup. Electric Violet, the lead color, embodies a sense of energy, creativity, and seamless digital connectivity. Paired with a balanced mix of neutral and high-contrast tones, the palette ensures a modern, tech-forward aesthetic while maintaining clarity and accessibility across all brand touchpoints.
