One calm place for everything you save
About the project
Recalin keeps the posts, videos and ideas people save online in one place, and makes them easy to find again.
Everyone saves things. A recipe on Instagram, a thread on X, a video on TikTok, a guide someone shared on LinkedIn. Almost nobody goes back, because every app hides its saves in a tab of its own, and a few weeks later nobody remembers where anything went. Recalin brings them together and hands them back when you need them.
The founders came to us with a working beta, a name and a date for the App Store. What they did not have was a brand. Over six weeks we built it from the first sketch: the mark, the colours and type, the voice, the app icon and store listing, and the launch campaign that took Recalin onto phones, posters, merchandise and a stage screen.
- Client
- Recalin
- Stage
- Pre-launch Startup
- Services
- Brand Identity Design
- Platform
- iOS, Android and Web
- Timeline
- 6 Weeks, Sketch to Launch
The challenge
Make saving feel calm, not like another chore.
Most tools for keeping things are built for people who enjoy organising: folders, tags, dense grey screens. Recalin’s people are not those people. They are scrolling on the bus, they tap save on something they love, and a month later they want it back in two taps.
So the brand had to sit closer to the apps people save from than to a productivity tool: bright, light and friendly. And it had to explain the product in a single look, because on a home screen or a store listing, the icon does the explaining before anyone reads a word.
The identity
Mark, colour, type, voice
Four parts, each built around the one thing Recalin does: keep what you save, and give it back.
A folded bookmark that forms the letter R, so the name and the feature arrive together. It holds up where there is no room for words: an app icon, a browser tab, the corner of a post. Flat at small sizes, and in frosted glass for campaign moments, where it becomes a hero object of its own.
Four colours: a soft near-white, a bright cyan, a clear azure and an electric indigo. Cyan and indigo carry the brand. Together they read fresh and a little playful, closer to the social apps people save from than to the grey of a productivity tool.
Aeonik for headlines, set bold and tight so a short line lands hard on a poster or a phone. Satoshi for everything else, open and easy to read at small sizes, in the app and on the store listing.
Two beats, every time: one for saving, one for finding. Save now. Recall anytime. Capture today. Recall tomorrow. Save it once. Find it forever. After two of them, anyone on the team can write the third.
The idea
A mark that says the feature
Most app icons are a letter or a shape that means nothing until you learn it. Recalin’s is a bookmark, the thing you tap to save, folded into an R. People understand what the app does before they read its name.
Simpler than our first idea
Our first mark cut a looping arrow into the R, for coming back to what you saved. It was clever, and too busy at the size of a home-screen icon. We kept the bookmark and the letter, let the loop go, and the mark got stronger for it.
Saved, as a signature
A small tick, the word Saved, a bookmark. It is the moment the whole product exists for, so we made it a brand device: it sits on posters, in photos and on the stage screen, and shows the feeling of saving rather than a list of features.
Glass, not screenshots
The frosted glass R, folder and card stack are soft, light objects that feel like digital things you could hold. They carry the campaign without app screenshots, which date with every release, so the launch kit stays true as the product changes.
Impact
A brand people recognise before they read it
Recalin launched on the App Store and Google Play with the whole identity in place from day one: icon, listing, social and posters. In the first three months most new users arrived through shared posts rather than ads, and plenty of them were already calling it the bookmark app.
48k
Saves in launch week
2.3×
Store page conversion
18
Touchpoints designed
What our client said
“People get it before they read the name”
“We had an app and a name, and nothing that made either stick. Usarion gave us a mark people understand in a second, a voice our team can write in without help, and a launch that looked like a much bigger company. Our users call us the bookmark app, which is exactly the point.”
-Founder, Recalin
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