Efficient analytics visualization with minimalist design for a data-driven SaaS tool

Measurementplan is a forward-thinking startup built with a brand-first mindset to reimagining how digital teams approach analytics through intuitive event visualization.

We were brought on board to craft a holistic brand identity system that would anchor their mission, elevate perception, and create a consistent, polished experience across touchpoints; from a custom-built Framer website to a modern web app redesign, presentation, social media presence, and email campaigns.

At the heart of the identity is a logo that merges the initials “M” and “P” into a seamless, continuous form symbolizing clarity, flow, and connection. This core idea of simplifying complexity extends across the visual system: a monochromatic palette for timeless contrast, clean typography for enhanced readability, and minimalist iconography designed to scale across interface, marketing, and communication.

Subtle gradients on dark backgrounds bring visual depth without distraction, while a custom iconography system translates product features into clean, scalable symbols used across UI, product, and marketing. Every element was designed to project calm confidence and technical precision helping Measurementplan show up as sharp, credible, and distinctly human.

And the results speak for themselves. Within the first two months, Measurementplan grew to 40 active users (and still growing!), was featured on Product Hunt, became a contributor to Stripe Climate, and pitched live on stage at Web Summit in Lisbon, showcasing the vision to a global tech audience.

What started as a bold idea became a brand that not only communicates clearly but resonates deeply, designed to scale with Measurementplan’s ambition to reimagine how teams approach data and decision-making.