Case study 01
identro
End-to-end brand and product design for a digital business card that lives in Apple Wallet, opens on any iPhone as an App Clip, and keeps every saved contact current.
The challenge
Paper business cards get lost. PDF cards and link-in-bio pages go stale the day something changes. identro set out to replace them with a digital identity that feels as considered as print: one QR code that waits in Apple Wallet and on the home screen, opens on any iPhone as a native card, and quietly updates everywhere when your details change.
My brief was to lead brand and digital design end to end, taking one brand identity and carrying it into a consistent product experience across mobile and web, from first concept through implementation.
Brand & design system
A product whose promise is consistency has to model it in its own design. I built the brand into a reusable system in Figma: components, type styles, and visual patterns that keep every surface speaking the same language and give engineering something scalable to build against.
The card is the centerpiece: six print-inspired stocks, names set like print, and a styled QR code with dots, eyes, and color tuned to stay scannable. One rule held the system together: the card you see is the card everyone gets. The app, the Wallet pass, and the App Clip share one look.
Product design
I designed and iterated the product’s core flows: creating and styling a card, adding it to Wallet and the home screen, and the handshake itself. Pointing an iPhone camera at the QR opens the card as a native App Clip in about a second, with one-tap save to Contacts and a share-back form that turns a scan into a kept connection.
Working directly with engineering through design reviews, I refined interfaces and interaction patterns from concept to shipped screens, resolving usability and visual-consistency issues on both the iOS app and the responsive web card that covers Android and desktop.
Outcome
identro is live on the App Store and at identro.app, with the full loop shipped: styled cards, Wallet passes, instant App Clips, home-screen widgets, matching email signatures, and contacts that keep themselves current through CardDAV. All of it in ten languages, with privacy-first analytics that counts scans, saves, and exchanges and never builds profiles.
You update once. Everyone who has your card sees it.
What this project confirmed for me: a brand isn’t a logo on a screen. It’s the same idea holding its shape across an app, a pass, a one-second scan, and a stranger’s address book.