TUL, one of the most relevant startups in Colombia and the region, is on its way to becoming the next unicorn. Together with the TUL team, we created a versatile and dynamic design system that redefines the visual standards of the brand.

The challenge was to build an authentic visual universe, rooted in the Latin American reality, avoiding common European stereotypes in startup brands.

The brand was perceived as distant by real users, far from familiar visual codes. This thinking underlines the importance of creating a design that resonates with the audience, eliminating perceived barriers and making it accessible.

The creation of TUL's design system not only seeks familiarity, but also to break the previous perception that the brand is distant and difficult for real users to understand.

After the rebranding process, TUL had no secondary brand assets. Part of the challenge was to strengthen the system with illustrations, grids, typography and complementary colors that would open new opportunities for the brand.

In the search for a design solution without restrictive rules, we opted for colors and typographies that are an integral part of the hardware world, providing authenticity and closeness. The color palette includes oranges, yellows and greens that resonate with the hardware culture, while the typographic selection incorporates features typical of the sector.

We decided to use complementary colors present in the hardware world, such as oranges, yellows and various shades of green. The typographic selection focused on achieving a good contrast, incorporating fonts with features typical of the hardware sector, such as those found in price tags, signs and other elements of the hardware culture.

In addition, the solution not only focuses on external design, but also establishes rules and logic to make life easier for employees across TUL's operations. This design system provides clear guidance for internal teams and partner agencies across the continent, ensuring consistency and enhancing the brand in a unified way in all aspects. With these strategic decisions, TUL not only positions itself as a future unicorn, but also integrates itself authentically into the hardware culture and simplifies the experience for all involved.