PrivateVPN is a rapidly growing online VPN service. I was responsible for creating a new brand identity and designing the product experience across devices, including mobile, iPad, and TV. In a highly competitive market, the goal was to deliver a simple, clear product supported by a memorable and professional brand style that would stand out in a crowded market.
Product Design
Marketing Design
Branding
Illustration
The Approach
The focus was to create a VPN service that felt straightforward and easy for anyone to use. The brand identity was kept clean and relied on a distinctive illustration style to help the product stand out from competitors.
The Branding
The logo was created with security in mind. A shield sitting within a cloud was used to give the logo a modern, tech approach. A dark purple was used as the primary colour across the marketing and product.
The Product
The app was designed to be lightweight and easy to understand. Since many VPN products follow similar patterns, the experience stayed familiar while using the brand style to create a more distinctive interface.
The Website
The website played a key role in driving awareness and supporting product growth. It was important to create a distinctive visual style, while also designing around SEO needs, which meant ensuring each page could communicate a lot of information clearly.
