Lingua
Cold and technical brand in a human space
Brand Strategy, Brand Identity, Web Design
12 weeks
Lingua is an AI powered voice translation app that allows people to speak in their own language and hear a translated response in seconds. The system analyses voice tone, depth, airflow and speech patterns, then recreates the output in the users own voice. It also adapts context when a direct translation does not exist. Although the product is advanced, the early brand felt too technical. Travellers want something warm, simple and human, especially when communication is already stressful. Lingua needed a brand that felt built for connection rather than machinery.
We began with a full brand strategy sprint using the CLICK process to define Lingua’s purpose, mission, vision and audience. This included understanding the emotional landscape of travel, the moments users feel vulnerable and the role the product plays in building confidence in unfamiliar places. We then created three creative routes with moodboards covering typography, colour, imagery, website style and logo direction. These helped us understand how Lingua wanted to appear in the world and gave us a clear route forward. From there, we built a warm, rounded identity system and a calm colour palette that aligned with the strategy. The brand mark came from two overlapping speech bubbles that are offset and flipped. This represents two people speaking different languages but sharing a single connection point. The website was designed to feel welcoming, with soft layouts, simple copy and generous spacing to reduce cognitive load and make the product feel safe and easy to use.
The final identity gives Lingua a clear position in the travel and AI space. It feels human, warm and confident, which aligns with the moments travellers will use the product. The brand mark is distinctive and works well across digital products, print and small scale UI settings. The strategy and guidelines give the team a strong foundation for future growth, and the visual system supports a wide range of applications without losing clarity. Lingua now has a brand that reflects the heart of the product, a tool built to bring people closer, not push them away with technical noise.
