Roama

When the client first came to me, they weren’t just building another app. They were building something they personally needed but couldn’t find anywhere, a simple, joyful way to explore their city and share those discoveries with others.

They told me about their experience trying to walk every street in San Francisco and how none of the existing apps made the experience feel exciting or social. It was either too data-heavy, too clinical, or too lonely. That conversation immediately revealed the gap: people love moving through their cities, but nothing out there celebrates the feeling of exploration.

That insight became the foundation of the project.

Instead of starting with visuals, we started with meaning. We built the strategy around the emotional side of movement, curiosity, joy, community, and focused on creating a brand that felt warm and human rather than competitive. Once the strategy was clear, the personality began to shape itself: bold, playful, modern, and welcoming.

From there, the design direction unfolded naturally. The identity needed to reflect movement, so I leaned into flowing forms, expressive shapes, and a vibrant palette that felt alive in both digital and real-world environments. The logo grew from the same idea - a fluid, custom wordmark paired with a simple wander symbol that captures the act of discovering something new.

Every element was designed to tell the same story: exploring your city shouldn’t feel like a workout log. It should feel like an adventure.

When I finally presented the full identity, the client immediately connected with it. It felt like the version of their idea they always imagined, brought to life with clarity and character.

For me, ROAMA became more than a branding project. It was the process of taking someone’s personal spark, shaping it into a strategic foundation, and turning it into a visual world that feels genuine, joyful, and truly different from anything in its category.