If I’d ask you to think of a platform you use, whether professionally or outside of work, do you imagine examples of an overly generic User Interface? Or do unique, well-designed, and functional interfaces come to mind instead? Through branding you will undoubtedly have to consider your vision, mission, purpose, and values. You’ll think about what brand personality your company embodies. How amazing would it be if your platform reflected all of this? Now ask yourself: do you want users to engage with your platform only for its features, making you interchangeable because you’re caught in the race to add the most features for the short term? Or are you going to strategically focus on your mission and build an audience through a deep, meaningful relationship, for the long haul? Today, I want to share examples of strong brand identities within tech that echo in platform design, to highlight the added value of a strong brand identity and how it can elevate your platform through consistency and focus.
Let’s start by saying that platform design always relies on solid UX and UI design. But if you ask me, a perfect platform user interface is one where user experience, professional and balanced design, and uniqueness come together seamlessly. And it’s that uniqueness where branding comes into play. Elements from a brand identity that echo through a platform go way beyond just the most tangible, surface-level elements. I’m talking about color schemes, typographic choices, form language like rounded corners or scribbles, illustrations, and motion animation language. But it’s more than that. It’s about things like tone of voice. This can come through in UX microcopy, from small messages you see when performing an action to description texts that can either be playful or straightforward in explaining a feature. It’s also about choices for certain features that align with the brand’s vision and mission. These can be reflected in layout and design decisions that guide a user’s attention. What are the main features that support the company’s mission, and what are secondary features that are hidden behind a menu for advanced users?
I want to ask you to use that lens to look at the following examples where I believe a strong brand identity takes the platform design to the next level.
Headspace — friendly and accessible mindfulness for everyone
The first and perhaps most obvious example of where a strong brand identity resonates in platform design is Headspace. Since MetaLab laid the groundwork for the platform user interface, it has since evolved. And there’s still a clear parallel between the brand identity and the platform design. Headspace is known for its friendly, highly approachable, and inviting appeal. Where mindfulness and meditation were once confined to niche platforms or local, somewhat esoteric yoga studios, Headspace made it easy and accessible for anyone to practice mindfulness in the comfort of their own home. Their visual identity has a fresh, friendly, and approachable appeal, with mindfulness and introspection at its core. All of this carries through into the platform interface. Headspace maintains that friendly and approachable vibe, with a quirky typeface by Colophon Foundry, a soft yet energetic color palette, and of course, the unmistakable illustration style whether it’s on the web or on the mobile app.
There’s a strong focus on guiding users through the next steps, avoiding overwhelming them with choices while providing a clear path. From the smallest icons with rounded corners to the earthy-toned buttons, everything is designed with intention. And to make meditation and mindfulness even less intimidating and more accessible, they offer a 40-day free trial. While this may not be unique, it perfectly aligns with their mission and vision, “providing every person access to lifelong mental health support” (source: headspace.com/about).
Uber — modern and straightforward mobility
Another strong example is Uber. We all know that beyond convenience and accessibility, Uber represents modern mobility. These elements, which were redefined by Wolff Olins during Uber’s 2018 rebrand, are deeply reflected in its platform. The design language is straightforward, with a modern typeface and a sharp focus on ease of use. Tap the “Where to?” input field, and everything you need is already prepped — from your departure address to options for immediate or later trips. Convenience is front and center, even on the home screen, with features like “Reserve Ahead” making future travel simpler. The interface relies heavily on desaturated tones — lots of grays and near-black shades — creating a modern, clean, focused canvas that lets colors pop in icons and illustrations. In sub/sister-brands like Uber Eats mouthwatering food imagery draws users in. The no-frills approach to mobility runs down from switching between ride types (like UberX, Priority, or Green) where the animation is smooth and intuitive, never interrupting the experience. All the way down to subtle use of corner radius that adds a refined, no-nonsense look.
Wise — changing and empowering global money transfers
Another example is Wise. With its identity crafted by Ragged Edge, Wise stands for something clear: a fresh way to move money around the world. This bold, disruptive personality shines through its brand identity, from the big, bold uppercase typography to the energetic green that nods to both money and growth. Wise isn’t just a service — it’s a movement rooted in the belief that “the world’s money is for everyone, everywhere” and “truly global” (source: raggededge.com/work/wise). This global spirit is echoed through cultural touches like textile textures from around the world. The in-house design team at Wise brought this brand identity into its platform’s interface with precision. They even created Wise Design; their open-access design system, showing how brand identity influences UI choices. You’ll spot it in the use of large corner radii, oversized interface elements, and subtle reappearances of those textures. By keeping the platform’s design ultra-minimal and clean, Wise sets itself apart from traditional players, making global money transfers feel modern and accessible to anyone ready for a change.
Coinbase — modern crypto trading for everyday people
Coinbase's identity, crafted by Moniker, hits a true sweet spot - it feels fintech-forward without going overboard into tech overload. They've built a really solid foundation with their bold, modern typeface, that unmistakable blue, and a clean, straightforward illustration system that ties everything together nicely. You can see this play out beautifully on their upsell pages, where minimalist geometric icons in three tones work alongside their modern font choices. Their web app really shows off what Coinbase is all about - making crypto trading safe and approachable for everyday people. You notice it in the details: generous white space keeps things uncluttered, and while they use high-contrast text, they make sure those primary buttons still stand out clearly. For the power users out there, they've tucked in an 'advanced' view that's easy to find when you need it. But the default view? That's deliberately designed with the average person in mind.
Claude — ethics & people-first AI chatbot
Claude shares its visual identity (by Geist) with its parent company Anthropic, which was started by former OpenAI employees who really care about safety and ethics in AI. This feels like a direct response to the path OpenAI has taken, which you can see in their cold, technical branding. You can spot Anthropic's people-first mission throughout their design: they use slightly wobbly lines in their illustrations and warm, earthy colors that feel more natural. Their research background shows up in little details too, like their choice of serif fonts. When you look at Claude's interface next to OpenAI's ChatGPT, it's way more human and friendly. It's all in the details - the soft beige background that feels easier on the eyes, the smooth, organic loading animation when Claude is thinking, and even how Claude's responses use a different font than what you type in. These small touches make talking to Claude feel more like a real conversation.
These five examples make it clear that memorable, well-designed platform user interfaces are often rooted in a strong brand identity. And I’m not merely referring to specific choices regarding button shapes or the use of brand colors. It goes beyond the obvious visual elements; from brand personality in the micro copy to decisions on adding or leaving out certain elements in order to stay true to the brand’s mission. When a brand identity is consistently woven into platform design, it builds trust, consistency, and a deeper connection with users. It creates a platform experience that feels intentional and inspiring. Curious about how we can help you craft a brand identity that shapes your platform design? Yummygum can help.
