A strategic brand and product redesign for a complex B2B SaaS platform.

Shaping the future of hospitality software

Client

BeSafe

Service

Branding & UX/UI

Industry

Hospitality

This project started with strategic alignment: understanding the product complexity, business goals, and brand positioning. Visual design came later, as a consequence of these decisions.

BeSafe Group is a tech startup in the hospitality sector, focused on digital solutions and software. They needed a new brand identity to represent their three products BeSafe Suite, BeSafe Rate, and BeSafe Pay as well as the design and development of a multi-site portal to showcase them.

Big challenge
for a big project

The main challenge of this project was to create a visual identity that could capture the technological essence of the BeSafe ecosystem while maintaining the individuality of each brand: Suite, Rate, and Pay. These are three SaaS products that belong to a single digital solution, yet each required its own distinctive language and market recognition.

The greatest complexity lay in the structure itself: BeSafe Suite encompasses the other two solutions, Rate and Pay. Therefore, the task was not only to design three separate identities but to build a coherent visual ecosystem where the hierarchical relationship between the macro brand (Suite) and its related services was clear.

The goal was twofold: to provide a unified and solid corporate image, while allowing each tool to communicate independently, with its own identity tailored to its specific target audience.

From brief to life

The project began with the creation of a fresh and contemporary Visual Identity, designed to convey consistency across three distinct logos. A thorough brand study was conducted, including a detailed questionnaire with questions that helped create a logo reflecting both the company’s and the client’s vision.

Each logo was developed with its own dedicated color palette, yet all remained connected through recurring graphic elements. From this foundation, I designed a comprehensive brand manual that outlined the concept, color system, typography, iconography, illustrations, and applications, providing the client with a cohesive visual reference.

I focused on creating the website’s initial wireframes to shape its structure and user flow

In close collaboration with the project manager, I worked on analyzing the content and defining its information hierarchy. This process led to the development of clear and effective wireframes, ensuring intuitive navigation and a well-structured user experience.

Bringing innovation
to the Interface

Building on the principles defined in the brand identity, I designed the interface for the three websites. To give the project a distinctive edge, I introduced glassmorphism a stylistic choice that provided a fresh, modern, and tech-oriented look aligned with BeSafe’s innovative spirit. At the same time, I carefully designed the responsive versions to ensure usability and consistency across all devices.

Agency: SecretKey

Let’s talk

Contact:
matteobarchiesi.design@gmail.com

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