Industry
Developer & Web Creation Platform
Client
Wix.com
Rebrand for Velo by Wix
Building a new language for a code product for a target audience of programmers
Velo is a product designed for developers working with Wix, giving them more control over their websites and direct access to code. When the product was first released, it was named Corvid (launched before COVID-19 🙂). The name received significant negative feedback, which led the team I led to initiate a rebranding process - redefining both the name and its external identity.
Translating backend complexity into visual language
The chosen design aimed to connect with the developer audience, focusing on the backend of the product - where code is at the core. The visual language was based on an amorphous, X-ray-like world, combining photographic elements with a “source view” approach to reflect the underlying structure behind the interface.