PositioningThe brand
Pulse is an earbuds brand built for focus, somewhere between a pro tool and tech culture. The audience: 15 to 35 year olds, not just developers. The tone: direct, no jargon.
My goal was to work on the project as if the brand had been handed to me, then present the work like an external designer, with a before and after.
IdentityPalette, fonts and logo
Purple and grey with a touch of terminal green, JetBrains Mono for headings and Space Grotesk for body text. For the logo, a P with a pulse line. The first attempt with a glowing halo on black was rejected: the final version is a simple flat mark.
ProductsThe system applied everywhere
Headphones, earbuds, packaging, poster and even an app: the same visual system on every medium. The product visuals are AI-generated from my direction.
SiteWhat moves
On the site, motion serves the brand: a scrolling banner, blocks that appear on scroll, a glowing cursor and product cards that tilt on hover. Everything turns off if the user prefers reduced motion.
ProcessHow I used AI
- I decide: colours, fonts, logo, every choice comes from a brief I wrote
- I reject: eight directions were tested then dropped, and I documented them
- I correct: when the result is too generic, I say so and try again with a reference
- I check: mobile version, accessibility and animations tested by hand
TakeawaysWhat I learned
AI is fast, but it often suggests the most generic solution. My job is to know when to say no and explain why.