Count it / InstaCount RebrandingCount it / InstaCount Rebranding

When I started on InstaCount (then called Count it), the brand was holding the product back. The name was generic, the visual identity didn't tell you what the app did, and user research kept turning up the same confusion about its core purpose. The interface itself looked unfinished because there were no brand guidelines for it to follow.

Stakeholder interviews and user studies pointed at the same thing: users wanted speed and accuracy, and the current interface was getting in their way. The market was crowded with counting apps that all looked the same, and professional users wanted something that felt reliable enough to use at work.

The brand needed to do three jobs at once: feel reliable enough for professional use, communicate that the app counts things at a glance, and look distinct from the lookalike pack. Every later decision — name, mark, palette, marketing — comes back to that triangle.

I worked through a lot of typography and icon options before anything clicked. Most of it didn't make it past the first round, but the iteration is what surfaced the direction the final identity ended up taking.

The product became InstaCount — a name that says what it does, with a visual identity that reads as professional without being stiff.

The app counts different types of objects, so the brand campaign needed visuals that worked across very different shapes. I built three illustration treatments — organic, volumetric, and flat — that the marketing could mix and match depending on what the app was counting in each piece.

The marketing set covers the surfaces InstaCount needed to show up on at launch — and gives the brand room to stretch as new ones come up.