Startup / Website

Designing a brand and website to support start-up operations and growth

CompanySeed Operations
RoleLead Designer
ScopeWeb & brand design
DurationMay 2024
Viveo Healthcare app designs across multiple devices
1Cohesive design system
5+Key pages designed
100%Brand built from scratch
2weeks to launch
Overview

The challenge

Start-ups in Estonia often struggle to find reliable operational and financial support. Seed Operations wanted to position itself as a trusted partner, but the company had no logo, brand assets, or polished website to communicate credibility and expertise.

The goal was to create a brand and website that clearly reflected the company’s mission, appealed to early-stage start-ups, and provided a strong foundation for growth. As Lead Designer, I worked closely with the founders to develop a cohesive visual identity and design a website that would make their offering clear, credible, and approachable.

Research findings

Start-ups respond best to clear, credible messaging, approachable branding, and simple navigation, so the design needed to reflect both the founders’ vision and the practical needs of early-stage companies.

Lack of credibility at first glanceThe company had no logo or brand assets, making it hard for start-ups to trust their services
Unclear messagingThe old website provided very little information on what Seed Operations offered or how it supported early-stage companies
Fragmented visual identityFonts, colors, and imagery were inconsistent, which weakened the professional impression
Cumbersome navigationPages were basic and disconnected, making it difficult for visitors to quickly find relevant information
Limited differentiationWithout a clear brand or polished website, the company struggled to stand out among other operational and financial service providers
The process

Iterative, data-driven phases

Rather than a single big redesign, we shipped in focused phases -- each monitored through FullStory session recordings to validate impact before moving on.

Phase 01

Defining the brand direction

Problem

Seed Operations had no established visual identity, making it unclear how the brand should appear to start-ups and stand out in the market.

Collaborated with the founders to understand the company’s mission, values, and target audience
Explored visual concepts and logo directions aligned with growth and reliability
Iterated on styles for fonts, colors, and imagery
Consolidated decisions into a basic style guide
Impact

Established a clear, cohesive brand direction that guided the website design and future visual assets.

Phase 01: Defining the brand direction
Phase 02

Designing the logo

Problem

The company lacked a recognizable symbol to communicate its purpose and values.

Developed multiple logo concepts emphasizing growth and operational support
Incorporated a seed motif with a subtle “s” in the whitespace
Ran review sessions with founders to refine the icon and typography
Finalized a logo that worked across digital and print contexts
Impact

Delivered a distinctive, versatile logo that visually reinforced the company’s mission.

Phase 02: Designing the logo
Phase 03

Building the website

Problem

The previous site was minimal, with disconnected pages and no clear messaging for start-ups.

Created a website structure that clearly explained services and connected pages intuitively
Developed high-fidelity designs in Figma guided by the new brand identity
Iterated on UI elements based on founder feedback
Optimized content for readability and fast comprehension
Impact

Produced a clean, informative website that clearly communicates Seed Operations’ services and appeals to early-stage start-ups.

Phase 03: Building the website
Phase 04

Launching efficiently

Problem

The company needed a polished web presence quickly, without room for extensive user testing.

Built the site on WIX for fast implementation
Focused on core messaging, visual consistency, and simple navigation
Incorporated feedback from founders to finalize the site
Prepared assets for future updates and scalability
Impact

Delivered a professional, credible website quickly, establishing Seed Operations’ online presence and supporting future growth.

Phase 04: Launching efficiently
Reflection

What I took away

01

Design establishes credibility quickly

A strong visual identity and clear website messaging can make a new company feel trustworthy even before it has a track record.

02

Collaboration accelerates clarity

Working closely with founders allowed decisions to be made quickly and ensured the brand and website reflected their vision.

03

Simplicity is effective

For start-ups, clear messaging, intuitive navigation, and consistent visuals communicate value more than flashy design or complex features.

Next projectViveo Health B2B