Project: Rumicat.com → Branding, Illustration, Creative Direction
2025
And here's a bit behind the scenes of how the branding for Rumicat came to life. We felt a simple, honest newsletter service should feel and look... well... like a simple, honest newsletter service. And from all the SaaS brand language, clever copy and balanced growth strategies that we see out there daily - in our timelines, email inboxes - none of it felt appropriate for Rumicat.
Copy and post tests—a fun way to see what sticks.
Simplicity isn't limitation—it's strategy. Constraints ignite creativity. Sometimes the most powerful thing is sharing what's on your mind. No funnel. Just signal.
So the approach was more like creating and publishing a fanzine. Starting with TAKLOBO, an out-of-the-box heavy display for the wordmark - shout out to John David Maza, its creator, and the good folks at Blaze Type.
An almost-scribble of a cat for its logo. And a UI that felt weird and unexpected, but useful and welcoming. Wrapped up with a simple color palette with the warmest blue, a red straight out from los atardeceres tórridos de Barcelona ;) and a gentle peach.
We felt that putting all these ingredients on the table would help create an experience that hopefully wouldn't feel like an intimidating big corp cosplaying as a cute brand.
Landing pages and 404s—premium real estate most companies waste.
Character sketches. Some made the cut, others didn't—but I love them all.
And that's pretty much the emotion we hope Rumicat users feel when they come across it - that they feel welcomed, surprised and happy to experience a space that honors the gentle art of personal publishing. Thought for people, made by people who believe another web is worth working for.