Overview
Spacial is the first AEC software platform to automate structural and MEP plans for real permitting. What was once a slow, manual engineering process became a connected operating layer for builders, homeowners, and cities.
As Head of Brand and Design, I led the rebrand and product design system. The work repositioned Spacial from a faster workflow tool into trusted infrastructure for the built environment, spanning visual identity, marketing site, in-product UI, and the Orbit character system that anchors brand recognition across every surface.
Strategy
Visual Identity System
The identity blends blueprint logic with software clarity. Deep blues, volt accents, Inter typography, and neon linework form a unified visual language. Blueprint grids, 3D cutaways, and the Orbit character system add recognizability while reinforcing engineering precision. Every element supports one idea. Trust comes from clarity.
Design System Principles
The system operates as a modular kit built on a strict grid, engineering hierarchy, and blueprint conventions. Components scale across product UI, marketing web, and social without losing structure. Tight rules guide flexible expression. Orbit states, icons, diagrams, and UI cards all follow consistent geometry and rhythm, creating a cohesive end to end brand experience.
Outcome
The rebrand shifted Spacial's market position from tool to operating layer for the AEC industry, supporting fundraising, enterprise sales, and design system adoption across product, web, and growth teams.
