farecrumbs
Branding & Project Management
Illustrator, Photoshop, After Effects
2025
farecrumbs is a conceptual project currently in progress. It explores a tool designed to uncover hidden patterns in airline pricing algorithms, paired with a calm, minimal brand identity inspired by the idea of “decoded justice.”
I developed the visual identity and am now managing the MVP phase, coordinating with the UX designer to bring the concept into its first working version.
References
The visual direction was inspired by the core themes of the project: code and travel. References included code structures, programming typography, movement patterns, and retro-futuristic aesthetics, particularly the look and feel of old split-flap airport displays and analog travel devices.
Initial branding direction
The initial branding exploration was guided by the project’s core ideas: a discovery tool for travelers, powered by real market data and delivered with intelligence and clarity.
Early concept development focused on values such as cleverness, transparency, and trust, expressed through visual clarity, subtle playfulness, and a sense of elegant precision. Brainstorming sessions explored associations with travel, motion, tags, cookies, maps, and data trails, all helping define the visual language and tone of voice.
Logo construction
The logo started as a minimalist take on a split-flap display, with the word “farecrumbs” set over rectangles divided by a central line. The line’s thickness and position were refined for legibility at all sizes. The background was then removed for a cleaner result, and a green rectangle was added under the “m” as a subtle reference to travel.
Final visual identity
For the final version, the green rectangle was placed at the end of the wordmark. It represents both a cursor and a split-flap screen, a visual symbol of code and travel. This element becomes the brand mark and will be used as the favicon and app icon.
