SMAmmarProduct Designer
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Rebranding Truewind in Under Two Weeks

Brand DesignUI SystemsWeb Design

How much brand can you rebuild in two weeks when the founders are in the room?

Context

From February 2024 to August 2025 I worked part-time through NUMI (YC) as a freelance designer for US clients, bringing early-stage startup MVPs and landing pages to life, remote from Karachi. The standout engagement: Truewind, a YC W23 startup building AI-powered accounting.

My Role

Full rebrand, solo: new logo, UI system, and landing page. Beyond the deliverables, I advised the founders on usability, information architecture, and keeping the product story aligned with product-market fit.

What Shipped

  • A new logo: a fresh identity for an AI accounting product.
  • A UI system: consistent parts to build the product from.
  • A new landing page: the web experience rebuilt end to end.

All of it delivered in under two weeks.

Lessons

Early-stage speed is a design constraint, not an excuse. The two-week deadline forced every decision to be a real decision: no exploratory rounds, no option C. Working directly with founders kept the feedback loop tight enough to deliver all of it in under two weeks. That pace is the job at this stage, and I like the job.