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Hilmi
Brand, website and MVP for an AI-led custom merchandise company.
Hilmi began with an ambitious idea: use AI to make custom merchandise easier to imagine, develop and produce. As the company evolved, that initial product vision expanded into a broader ecosystem connecting brands with manufacturers, print shops and production services.
We partnered with the founder from an early stage, helping build the brand, product and digital foundation while the business itself was still taking shape.
The challenge
The central challenge was designing for a business that was still evolving. Hilmi needed to explain an unfamiliar AI-assisted product clearly enough to earn trust and attract early users, while leaving room for the offer to expand beyond the first version of the platform.
The identity, website and product experience therefore had to feel coherent at launch without becoming too rigid for the direction the business might take next.
The approach
We worked across brand strategy, identity, voice, website and MVP product design, treating them as connected parts of the same system. Early exploration focused on finding a visual and verbal direction that could communicate innovation without sacrificing clarity.
As Hilmi's offer developed, we continued evolving the website and digital system around the broader merchandise ecosystem, helping the brand move from a product-first story to a more mature market position.
The outcome
Hilmi launched with a coherent identity, website and MVP, and a clear way to present its value to users, partners and companies looking for merchandise solutions.
The same system later carried the move from a product-first story to a broader market position.
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The decision
The business was still changing, so we designed the identity and the website to survive a change of offer. Brand strategy, identity, voice, website and MVP were treated as parts of one system.
When Hilmi expanded from an AI merchandise tool to a wider manufacturing ecosystem, the system adapted without a restart.
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“Working with Olek on our startup's landing page was an outstanding experience. His work is not only of exceptional quality but also delivered with remarkable speed. Olek's approach is both professional and personable, making the entire process a pleasure. We are definitely looking forward to collaborating with him again in the future and would highly recommend him to anyone looking to elevate their brand identity. Olek truly transforms visions into vibrant realities.”
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