Visual Identity & Experience for tinky


Client - Tiny Minds Lab
Product - tinky app a pedagogic & planning tool in preschool
User - Preschool teachers

Tiny Minds Lab was founded in 2020 by Viveka and Kaveh Pourshahidi. The revised curriculum for the preschool from July 1, 2019 states that children should have "adequate digital skills", but preschool teachers responsible for achieving that goal often lack both support and sharp tools for it.

Visual Identity & Experience for tinky

My Role

User Research
Brand strategy
Visual Design
User interface in app
Daily Notion documentation

The Team

Project Manager - Markus Wallén
Account Manager - Milena Buchenhorst
UX Researcher/UI - Johanna Brag
UX Reseracher/UI - Oliver Murley
UX Researcher/Art Director - Lara Falk


Quantitative and qualitative research
Notion documentation
Figma UI/prototyping and presentation
Photoshop UI design
Illustrator UI design


4 weeks


To help Tiny Minds Lab taking their brand to the next level. This will be done by creating a visual identity which enables communication to the target group across all channels. A brand book will also be created to advise and guide how the brand is to be shown.

Understand the user

Preschool teachers pointed out that it is important to understand that the kids are producers and not consumers of digital content in preschool. This was an early important take away.


Our competitive analysis show that tinky can take a leading role on the market by focusing on the soft values in their communication.

Equality for all children.
Accessible, intuitive and efficient.
One tool doesn't fit all.


This is my logotype sketching process, as a team we collaborated in Figma with each others expressions of logotype, colors, typography and tone of voice to iterate on different ideas.

The logotype took us further to typography, color and early UI tests on mobile and tablet app and web. My intention is to start prototype early, test, fail and iterate.


An important strategy was to develop two brand concepts which we validated with the client and with industry mentors. We used our contacts from preschool social media groups to check on our design. This gave us our finally design direction.


Quick and easy testing was a naturally part of the process as the timeline forced us to have a lot of short deadlines. I always use people around me to check design decisions, people near the target group or in same situation.

We used what's up to test logotype, typography, color and tagline proposals.


The solution for the project is a brand book explaining the design decisions and how to communicate the brand correctly.

The logo mark shows the two different aspects of tinky as a tool - organization and creativity. The combination of the left and right side of the brain merges the rational with the imaginative in a playful way, shaping the cloud of imagination.

My role

As I have a long experience of working with color in my past design positions as a print designer I took the responsibility of color in the team.

I learned a lot about accessibility and UI colors from The Google Material Design System.

I also choose to use the 60% + 30% + 10% concept of color balance to give the interface harmony. 60% of neutrals, 30% of background surface colors and 10% accents.


The biggest learnings was our method we used to state tinky's strategy and expression. How close branding is to UX, the importance of understanding the users behaviour, goal and challenges in the use of digital tools in the environment surrounded by kids.

I also learned a new way of daily documentation in Notion which helped us to organise the design sprints, decisions and to be effective and united.


Don't hesitate to contact me if you like to know more about the project.