The Challenge

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 Product

A key learning was that most VPN apps follow similar interaction patterns. To meet user expectations and compete with industry leaders, the core UX aligned with established conventions, while multiple versions were designed across mobile, tablet, TV, and desktop.

The Brand

With most products in the industry functioning similarly, brand became the key differentiator. We created a slick visual identity, supported by a custom illustration and icon system used across the marketing site and in-app delight moments.