Seriti is a film studio whose work was already sharper than its brand. Bold, rebellious, unapologetically original on screen. Quiet and generic everywhere else.�
Going into a new phase, pitching for premium commercial work, that gap was doing real damage. The brand was the thing in the room before the showreel played, and it wasn’t earning the next two minutes of attention.�
We rebuilt it end to end. Identity, design system, brand guidelines, website, applied collateral.�
The whole thing is anchored in the 16:9 frame. It is the unit Seriti’s work is made in, and we made it the unit the brand is built from. Once the frame was fixed, every other decision had a place to sit. A cinematic colour palette drawn from the tonal range Seriti shoots in. Typography that holds its weight at poster scale and at body copy. A logo that reads as a mark, not a wordmark dressed up.�
The website was where the tension was sharpest. Cinematic systems tend to collapse when they meet a CMS. Functional ones tend to flatten what made the studio distinctive. We held both by treating the frame as a layout principle, not a decoration.�
The result is a brand that holds attention without asking for it.
Strong branding doesn’t end at the logo. It shapes how a product behaves.
When brand is treated as a visual layer, products feel inconsistent. Interfaces may work, but they lack clarity, confidence, and cohesion.
When brand principles inform product design, decisions become easier. Patterns stay consistent. Interactions feel intentional. Users know what to do and why it matters.
Brand shows up in how a product guides attention, handles mistakes, prioritises actions, and builds trust over time.
At Refresh Studio, we treat brand as a system that informs product decisions, not a surface applied at the end. When brand and product design are aligned, products feel intuitive, credible, and built to scale.
Urbanjava Studio joined forces with @madebyrefresh and the founders of Unicard to shape a new identity for a fintech platform changing how loyalty works across Africa.
Unicard transforms scattered reward points into one unified digital currency, making it easier for users to turn everyday transactions into real, usable value.
The visual identity is driven by clarity, motion and modularity. A custom brand mark fuses the letters U and C into a single, card-like shape, symbolizing consolidation, connection and forward momentum.
The supporting wordmark and Metro Sans type system project a digital-first voice that’s clean, credible and approachable. Inspired by stacked cards in motion, the broader visual language builds rhythm and depth across layouts, reflecting how individual interactions layer into one seamless user experience.
More than a fintech brand, Unicard stands as a symbol of everyday value reimagined.
More features won’t save your product if your UX doesn’t convert. Strategic design isn’t about adding complexity. It’s about removing friction.
Friction is anything that slows your user down: unclear value propositions, confusing onboarding flows, too many steps to activate, hidden actions, poor error handling, slow load times, or unnecessary decisions. Every point of friction is a potential drop-off, and every drop-off is lost revenue, lost retention, and lost growth.
Strategic design removes these blockers to help users experience value as quickly and clearly as possible, which is how design drives activation, retention, and revenue.
Thrilled to share a glimpse into the work we’ve been doing with @dearkaystudio , a boutique interior design firm transforming everyday spaces into extraordinary experiences.
Our collaboration with Dear Kay centered on refining their brand identity and elevating their presence to reflect their elegant, client-centric design philosophy. From timeless residences to sophisticated commercial interiors, Dear Kay approaches each project with a thoughtful eye and curated style.
From the refined logo and elevated visual language to cohesive brand touchpoints that mirror the warmth and depth of their spaces, we helped bring their brand essence to life.
More than just design, it’s about creating a sense of place, a feeling of home, and a story told through space.
We’re proud to have played a part in sharing that story.
In close collaboration with the @seriti.tv team, we led the creative direction and design of a new visual identity that captures the spirit of a studio that doesn’t follow convention.
Seriti is bold, rebellious and unapologetically original. The previous identity didn’t reflect that. It felt generic, restrained and disconnected from their creative voice.
We introduced a brand system built around the 16:9 frame. It’s a reference to the screen, but also to perspective, boundaries and storytelling. This idea became the foundation of the brandmark, layout structure and design language.
The updated identity features a cinematic colour palette, expressive yet precise typography, and a flexible system that adapts across screen and print. Every element is crafted to elevate Seriti’s presence in the industry and reflect their role as leaders in the space.
This is a brand that doesn’t ask for attention. It holds it.
At Refresh, we believe design should create meaningful connections between people and technology. We create experiences that feel natural, useful, and impactful.
Whether we're building something new, revitalising an existing digital product, or completely transforming an online presence, we approach every project with fresh thinking and intuitive design.
Tech Forward. Design Led. Human Made.
Meet Emma, a UX researcher and designer with more browser tabs open than she’d like to admit. Driven by curiosity and a love for untangling complex ideas, she is always exploring the “why” behind everything - especially when it comes to people and technology.
While she values professionalism, she also knows that a well-timed joke between teammates can make even the busiest workdays feel lighter. When she’s not knee-deep in research or fine-tuning experiences, she’s probably on her third, very large, bottle of water - because, much like her browser, she needs constant refreshing.
We had the opportunity to redesign the website for the Corporate and Investment Banking (CIB) division of Standard Bank, marking a meaningful step forward in their digital journey.
Rather than simply reworking the design, we carefully explored and refined the bank’s existing design system, ensuring our concepts were rooted in strategic rationale and aligned with both business goals and the needs of CIB’s clients.
The refreshed website is intuitive, modern, and designed to elevate the client experience at every touchpoint.
We partnered with Hibacci, a South African brand redefining luxury through their handcrafted, premium leather shoes.
Hibacci’s essence celebrates Africa’s rich heritage, and we helped bring this vision to life through thoughtful UX/UI design and Shopify development. By focusing on intuitive navigation, responsive design, and seamless interactions, we crafted an online store that reflects the brand’s premium nature while providing an engaging and user-friendly experience for customers.
We’re proud to have contributed to a project that blends tradition with modern design and delivers both style and functionality.
