farecrumbs
Branding & Project Management
Illustrator, Photoshop, After Effects
2025
farecrumbs is a conceptual travel tech project exploring a tool designed to reveal hidden patterns in airline pricing algorithms. The brand translates a complex, data-driven idea into a calm, minimal, and trustworthy visual language.
I developed the complete visual identity and managed the MVP phase, coordinating with UX design to define the product’s initial scope and visual language.
Brand Direction
The brand concept explored the intersection of raw code and the romance of travel. Guided by the idea of "decoded justice," the visual approach merged the precision of programming typography with the nostalgia of analog split-flap airport displays. The goal was to establish a tone of intelligent transparency and trust.
Visual Identity
The identity centers on a minimalist typographic system where a singular graphic element functions simultaneously as a coding cursor and a mechanical display flap. This duality bridges the gap between the digital algorithm and the physical journey.
Final Outcome
The green accent block serves as the primary brand mark, functioning as a scalable icon tailored for digital interfaces. The resulting system is calm and minimal, designed to ensure the tool’s complex data remained the user's primary focus.
Related Projects
AdaptEat UI Case Study
UI Design
Tune UX Case Study
UX Design
FHº Scholarship
Art Direction & Video Moodboard