In the naming, we kept the word “True” since data collection in the user dashboards was one of the original services. It also aligned nicely with its sister business from a strategic naming standpoint – Trueform.io, a local online retailer featuring the latest tech gadgets.

Here’s the evolution snapshot of the logo process I created in Illustrator. Jojo and I shared concepts to Ning and Cortney. I iterated on the selected combo marks for Trueview AR. We selected a lilac color from our sister business, trueform.io brand guidelines as a color placeholder.

I used Adobe Color to fine-tuned the lilac and coral swatches. I sent these selects back to Mijal’s team to incorporate. In return, her team provided 2 illustrator brand guidelines to consider. Mijal’s guidelines consisted of the logo, typography, misuse, color palette, and digital examples.

Cortney, Ning, and I liked the addition of Coral's (which was also Pantone 2019 Color of the year) and adopted it as another primary color for Trueview AR.

The jewelry business prides itself on the storytelling of their jewelry pieces. As a nod to the jewelry industry, providing an overview of Trueview AR's brand story, voice, tone, and who we are – gave our audience an understanding and solidified the trust between the parties.

We provided guidance for the primary logo, white logotype, logo alternatives, misuse, the logomark, and safe zones to ensure legibility around the logo and symbol.

I specifically sought a sans serif font for the UI but wanted a serif paring that represented retail elegance. I settled on Work Sans.

“I believe design decisions are inclusive, 
not just a reflection by creatives 
but for every decision-maker.”

Scottie

While I was pages deep with Jeremiah Shoaf's Typewolf Work Sans pairings, Ning recommended Cormorant Garamond. I had some other selects, but his selection satisfied my taste, and we adopted as a pairing. I try to sprinkle it in as subtle accents within the design system.

A typography size guide has provided consistency within the Trueview AR design language. I leveraged Refactoring UI's handcrafted scales for typography guidance across various design experiences. I agree that there's more control over selected sizes compared to computing it with a mathematical formula. The sizing has reduced errors and eliminated doubt for all layouts across multiple form factors.

Prisms of light and various jewelry stones inspired the color values.

Having established shades removed the trivial design decisions across multiple form factors in print and digital experiences. Defined color gradients allowed for secondary and tertiary samples to represent different feelings.

Once again, I leveraged Refactoring UI's spacing system to remove any trivial design decisions by the product and engineering teams.

“Clean, UI Design comes down to established math measurements. Taking great care with it will result in pleasant aesthetics within the negative spacing of a design.”

Scottie

I incorporated Material-UI elevation system since Ning, and I decided React was an appropriate JavaScript library for building out UI components in general. Why reinvent the system when we can leverage what's working effectively. Again, this influenced the subtle interactions across Trueview AR's service and products.