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Codegen — Project 03

Branding

The 2025 identity and visual system

I led Codegen's 2025 brand — the identity and visual system that tied the product, the site, and the marketing together, and the artifacts that brought it to life.

Context

A developer-tool brand has to feel credible to a skeptical, technical audience while still standing out. The brand and the product needed to read as one system — and that system had to scale from a product screen to a billboard to a social post.

Approach

The 2025 brand defined the identity and a full visual language — a geometric, code-bracket logomark and its app-icon system, a purple-gradient palette over near-black and white, and a typeface stack of TT Hoves, SF Pro, and DM Mono.

The Codegen logomark — a geometric code-bracket diamond — shown across purple-gradient and dark app-icon variants in rounded-square and circular forms.
Identity & icon system — the 2025 brand

I documented it as a brand book so a growing team could apply it consistently, then extended the system into the places it lived day to day.

A brand-book typography spread defining TT Hoves for headings, SF Pro for body, and DM Mono for technical and code content, with specimens on black.
Brand book — typography guidelines

That included social cover art, editorial and blog templates, and the occasional playful artifact — like Codegen Wrapped, a year-in-review take on the product.

A LinkedIn cover banner: the Codegen lockup centered on black with purple gradient bleeds in the corners.
Social — cover art
An editorial post template reading 'This Week in Codegen' with a date range, purple-streak motif, and corner logomark.
Editorial — post templates
A Codegen Wrapped year-in-review story slide titled 'Lines of Change' over a pixel-maze motif, presented in the in-app modal.
Codegen Wrapped

Outcome

One coherent visual language across product, web, social, and campaign — a brand that felt as considered as the product it represented.