I build brands from zero. Naming, logo system, product UI, the website, and the deck that raises the round.
Ten years self-employed on 170+ identity projects across fintech, SaaS, crypto and hospitality. 75% of those clients came back. I took 20+ early-stage companies from a blank page to investor-ready in four to six weeks, and several reported 40 to 60% more inbound enquiries within 90 days of relaunch.
Right now I lead brand and product design at DevSecAI, a UK AI security startup. I built ARKO, their VS Code and Cursor security plugin, from an empty Figma file to shipped product UI, plus the investor material behind a £750k offer. Before that, the full visual identity for EFEJ, a Canton Jura public agency: 18 production-ready deliverables from village signage to silkscreen t-shirts, all landing on a fixed event date.
What I deliver:
Brand identity: naming, logo systems, typography, colour, guidelines
Product and web: Figma UI, design systems, Framer builds with Motion API and code components
Investor and sales material: pitch decks, one-pagers, enterprise data sheets
Print and environment: signage, packaging, event and wayfinding graphics
I am comfortable in technical territory. Security, fintech, developer tools and web3 are where most of my recent work sits, so you will not spend the first two weeks explaining your product to me.
I work fast and I hand over finished files, not concepts. Based in Switzerland, working in English and French.
Skills
Experience Level
Language
Work Experience
Education
Qualifications
Industry Experience
My role: Designer and social media manager. Client: Cyberagoge, a UK DevSecOps and AI security bootcamp. Their CISO owns the curriculum and the teaching. I owned design and content.
The rebuild
A full Squarespace rebuild of the site. Trust-first homepage, one call to action per section, and a structure that answers the three questions a career-changer actually has before they will read anything about a syllabus: can I do this, will it get me hired, what does it cost.
The content system
A nine-slide carousel template system across Instagram, TikTok and YouTube. The point of the system was speed. Templates meant the team stopped designing every post from scratch and started publishing three times faster, without the brand drifting between posts.
Also on the engagement
One-to-one mentoring for students on Security+ and AZ-500 certification paths and on transitioning into a security career.
Outcome
A site rebuilt to convert, and three months of social content shipped on schedule.
Tools: Squarespace, Figma, Adobe Photoshop, Adobe Illustrator.
- Positioning, naming and brand strategy
- Logo system with proportion and clear-space rules
- Typography, colour and iconography
- Brand guidelines document
- Stationery, packaging, signage
- Website, built in Framer, WordPress, or hand-coded
My role: Founder and lead designer at dmarque.ch, my own consultancy, 2013 to 2023. On most projects I was the only designer, from first workshop to print-ready files.
170+ brand identity projects across financial services, hospitality, fintech, SaaS, crypto and consumer. Clients mostly in the US and Europe. Strategy, logo systems, visual languages, stationery, signage and packaging.
How the work ran
Most clients arrived with a rough idea and a deadline. I took 20+ early-stage companies from a blank page to investor-ready in four to six weeks: positioning, naming, identity, brand guidelines and pitch deck. Along the way I ran 50+ workshops with founding teams, turning business goals into design decisions the team could defend after I left.
Selected identities
Quantum Leap, Yokip, Mandarin Group, L’Alternative, Elemen87, Tahceen, Tanjea, Zobotics, QLI.
What I delivered on a typical engagement
Outcome
75% client retention through repeat work and referrals. Several clients reported 40 to 60% more inbound enquiries within 90 days of relaunch.
Tools: Adobe Illustrator, Photoshop, InDesign, Figma, WordPress, Framer.
- Name treatment and positioning
- Logo and a compressed two-line wordmark
- The full Framer website
- Visual system, typography and colour
- Art direction for speaker imagery
- Social and registration assets
My role: Logo, brand and web designer. I built the event brand from zero.
A virtual summit on AI and LLM security for CISOs, developers and founders.
The brief
Build a recognisable AI security event brand in a market where every competitor looks identical. Dark blue, cyan grids, stock code imagery. Invisible.
Positioning
A signal, not another dashboard. The summit had to feel like an event rather than enterprise software, and it had to clear the credibility bar in about three seconds for a bank or a fintech deciding whether to register. So: one accent colour, high-contrast black, and oversized display typography that treats the name as the hero image. Everything else steps back.
What I shipped
Outcome
350+ registrations for the April edition, with banks and fintechs on the signup list.
Tools: Framer, Figma, Adobe Illustrator.
- Warm cream instead of the usual cold DeFi grey, so the interface earns trust before the content does
- Golden calls to action, so the next step is never ambiguous
- Risk badges colour-coded green, gold and coral, readable before anyone parses a number
- Wizard Tips in a contextual sidebar that teach without condescending
My role: Brand Strategist and UI Designer. Client: ITHIL, a DeFi platform.
ITHIL had a name and a logo. Nothing else. I ran the brand workshops, defined the positioning, then designed the full platform: landing, dashboard, vaults, trade and staking.
Brand strategy
Positioning, competitor analysis, personality and brand DNA, voice and tone, two personas, and a 40 page brand guide.
The archetype landed at 60% Sage, 40% Magician. The Sage brings knowledge, the Magician brings wonder. Together they make a knowledgeable guide rather than a cold institution. That one decision drove every visual choice after it: the wizard hero illustration, the warm cream interface, the golden accents, and error messages that explain instead of punish.
Designing around anxiety, not features
The flow that mattered was Ema’s first deposit. Ema is 26, new to crypto, wants passive income, and is afraid of losing money. Two moments spike her anxiety: connecting a wallet, and confirming a deposit.
At the connect step, a security badge and a plain-language non-custodial explanation hold the users who would otherwise drop. At the deposit step, a clear cost breakdown and a withdraw-anytime promise carry her through. Success lands her in the dashboard with a prompt to check back in a week.
Four decisions that held the interface together
Design system
Two surfaces, one logic. Navy and gold on dark for the marketing site, warm cream and teal on light for the app. Cormorant carries the headings for authority with warmth, Sora carries the UI for clarity.
Outcome
Full brand strategy, a 40 page guide, the complete design system, and five coded prototypes.
Tools: Figma, Adobe Illustrator, HTML and CSS.
My role: Lead Designer, and the only designer on the project. Client: EFEJ, Espace Formation Emploi Jura, a public agency of Canton Jura, Switzerland.
EFEJ helps people get back into work after injury, illness, long unemployment or a career break. For its 30 year anniversary it opened its doors to the public for two days. I built the entire visual identity, from the wordmark to the signs at the village entrance.
The problem
A 30 year old public institution needed an identity that felt anything but institutional. Their existing visual language was what you expect from a Swiss public agency: serious, formal, distant. The people who most needed to walk through that door were the least likely to feel invited.
The system
Plum purple anchors the identity. Five secondary colours map to the five categories of workshop on site: ateliers, emplois, jeunes, industrie, artisanat. Visitors learn the colour code by repetition across signage and print, so they read the space before they read a label.
18 deliverables
Custom wordmark, hero poster, two-sided flyer with a route map, 30 ans badges, caps and silkscreen t-shirts, roll-up banners, village entrance panels, directional signage, invitation, email signature, LinkedIn assets, PowerPoint template, price list, step graphics, pyramid, pen.
The constraint
One designer, four months, and a public event date that could not move. Every piece carried its own production constraint: silkscreen on textile, large format outdoor print, RGB for social, CMYK for press.
Outcome
18 production-ready deliverables, all shipped on time, no rework.
Tools: Adobe Illustrator, InDesign, Photoshop.
- A Hackable Score from 0 to 100, so a developer knows where they stand before reading a single word
- One Next Action card instead of a findings list. A list of 40 issues gets closed. One instruction gets done.
- Named scan phases instead of a fake progress bar, so the wait reads as work happening rather than a spinner
- The full brand system: logo, typography, colour, iconography, and a component library in Figma
- Enterprise sales material: CISO data sheet, one-pagers, pitch decks, and the VS Code Marketplace listing
My role: Lead Designer at DevSecAI. I designed the brand and every product screen. Engineering built the extension.
ARKO is a security plugin for VS Code and Cursor. I built it from an empty Figma file: the name treatment, the logo system, the design system, and the full product UI.
The constraint that shaped everything
A 300 pixel sidebar. Developers do not leave their editor to go check a security dashboard, so the entire product had to live inside a strip of panel most tools treat as an afterthought. No room for a nav, no room for a table, no room to be clever.
What I designed
Outcome
A £750,000 investor offer inside the first eight months. Declined, the investor wanted too large a stake.
Tools: Figma, Framer, Adobe Illustrator, Cursor.
Hire Goce Petrov today
To get started post up your job and then invite Goce Petrov to your job.