The brief was to define MagicFit’s core brand identity. As a platform in its early stage, the focus was on creating only the most essential elements needed to get started. This included a distinctive logo, core typography and a simple colour palette. The idea was to build something that's flexible and expansive for future development. The logo is a bold letter M crowned with a star. It symbolises the platform’s AI-powered magic and offers potential as a future mascot. Core typography is in typeface Degular. Its clean, geometric letterforms convey modernity while its open shapes maintain warmth and approachability. This ensures all copy remains highly legible and friendly across contexts. The palette uses two primary hues. A vibrant purple (#6B40E2) evokes creativity, technology and a sense of magic. A soft off-white (#EAEAEA) provides strong contrast, legibility and a welcoming tone.