One secure place to store and share the information that matters most.
Role
Incase brought me on to build the foundational visual identity for their public launch.
Background
Everything that matters is written down somewhere. A password manager, a folder in a drawer, a text thread, someone’s memory. It’s rarely at hand when you need it, and if it is, only you can access it: a daughter applying for her first apartment who needs her social security number, a dog walker who needs the vet’s number and the feeding schedule, a wife in an emergency room who can’t unlock her husband’s phone to get his doctor’s information.
Incase is building a thoughtful way for people to organize and share the information, memories, and documents that matter most with the people they love. The brand felt like software, not like someone who cared.
Solution
The identity is built around two product features: a case that holds important information related to one’s life and the folders that keep everything organized and separate.
They needed to feel like one family but stay distinct enough to communicate the product hierarchy. Each folder is color coded with a line art icon to make them legible at a glance.
Everything else is drawn from the objects Incase replaces: tabbed folders, lined pages, a pin holding a photo.
Scope
App Icon, with exploration across three distinct visual directions.
Case and Folder System: form, color, materiality, and hierarchy.
Iconography: nine folder category icons, plus UI and supporting graphics.
Motion Language, including the app-opening animation.
Landing Page Design for launch.
Social graphic system with nine launch templates, fully editable in Canva.
Incase brought me on to build the foundational visual identity for their public launch.
Brand Identity
Incase looks like a filing cabinet kept by someone who loves you. Paper cream, Incase blue, and a hand-drawn line for every icon.
Build a Case for you and for the people you love.
Nine Folders
Each Case holds nine folders, each with a corresponding icon: About, Health, Home, Pets, Finances, Passwords, Estate, Wishes, and Keepsakes.
Sharing
Access is granted per Folder, not per Case. Each folder is private until shared — Pets with the dog walker, Estate with the kids, Health with a spouse.
Paper Logic
The interface borrows from the objects it replaces: tabbed folders, lined paper, sticky notes, push pins. Nostalgic, like the way your mom kept things — in a form you can reach from anywhere.
Social System
A set of composable templates so the team could keep posting: annotated product shots, folder stacks, single-icon statements, quote fields, and photo layouts.
