FARO is a platform designed to support people going through separation or divorce. The goal was to shape a brand system & digital experience that feels clear, calm & reassuring, helping users feel supported during a stressful time.
FARO — Full brand creation, from logo to a scalable design system
Client: FARO
Role: Lead Visual Designer
Deliverables: Brand identity, logo design, brand system, website design prototype
Brief
Design a brand identity, logo & website direction that reflects FARO’s mission: to bring clarity, guidance & structure to people facing a difficult life transition.
Objective
Communicate trust, calm & guidance & create a visual language & logo that feels confident but not clinical.
Challenge
People engaging with FARO are often overwhelmed & uncertain. The brand needed to feel professional & credible, yet warm & supportive. The visual system had to balance clarity with emotional resonance without becoming sterile or generic.
Approach
I developed two visual directions early on, grounded in the brand’s core values: trust, clarity & guidance. The chosen direction leaned into muted, calming tones with gentle typography and an understated visual language that feels reassuring rather than loud or distracting.
Option A - Muted & Calming
This route emphasised muted tones, gentle typography, and understated visual language, prioritising a calming, reassuring aesthetic appropriate for sensitive subject matter.
Option B - Bold & Bright
A more vibrant direction using stronger colour contrasts, bolder typography, and expressive graphic elements to communicate confidence and forward momentum.
Every design choice was made with empathy in mind - from colour & type to spacing & hierarchy - helping users focus on content without unnecessary noise.
Logo Exploration & Meaning
The FARO logo was explored and developed with careful consideration of the platform’s guiding ethos. “Faro” means “lighthouse” in several languages, a universal symbol of guidance and safe passage. I explored a range of directions for the logo, interpreting this idea in different ways before refining the strongest concept. These early concepts were then extended into web and app design explorations to establish a clear and cohesive overall direction for the brand.
The FARO logo was designed to feel stable simple & dependable. Rather than being expressive or decorative, the mark focuses on clarity & balance, reinforcing the idea of guidance & direction.
It’s simplicity allows it to sit comfortably across digital & print touchpoints without distracting from the content or emotional context of the platform.
Brand System
The wider brand system builds on the same principles established in the logo, using a muted, calming colour palette and a clear typographic hierarchy to support readability. Graphic elements are kept minimal and used with restraint, allowing the content to lead. Together, these choices create a consistent and flexible identity that works across web, social, and print, while maintaining a calm, supportive tone.
Website Design Prototype
The website prototype demonstrates how the brand system translates into a digital experience. The focus was on structure and flow, creating a logical and reassuring journey through the content. Bespoke iconography was also created to reinforce the brand’s visual language. The prototype acts as a visual blueprint for how FARO could exist online.
The final identity gives FARO a calm, confident presence. The brand feels trustworthy & human, providing a clear foundation for supporting users through a difficult life transition.
FARO now has a cohesive brand system that can grow with the platform. The identity supports future development across digital & print, while maintaining consistency & emotional sensitivity.
Outcome & Impact
Reflection
This project reinforced how important restraint is when designing for sensitive topics. Small decisions around colour, spacing & typography had a big impact on how the brand feels. It was a reminder that good design doesn’t need to be loud to be effective - especially when empathy is the priority.
“I had a Fantastic experience working with Josh on Faro. His speed of delivery & efficiency were impressive! I highly recommend him for any design projects.”
