GuideLites
Graphic design
/
2024–2025
Logo design, UI and UX design, information architecture, marketing collateral
A new company with a name and nothing else. No mark, no palette, no site – and two products already in the market that had to be sold under it.
GuideLites is the umbrella company behind Castit and Digital Reception – cloud digital signage and a self-service reception kiosk. I designed the logo, the brand system, the site that sells both, and the print that carries it off the screen.
No two buyers arrive knowing the same thing, so the site has five doors.
Platforms – digital signage on one side, visitor management on the other, the same card and the same buttons under both.
The name was the only thing that came with the job, so the mark starts there: Guide, Lites, a guiding light. The wordmark carries it literally – it fades from blue into gold across the letters, and a row of dots arcs above it tracing the same shift, like a beam catching as it rises.
GuideLites – the wordmark fading blue into gold, and the arc of dots above it making the same shift, left to right.
I made the gradient the rule the rest of the system runs on. Navy I kept for structure – navigation, footer, anything that is there to be there rather than to be used. Blue and gold are spent only on what asks to be acted on: buttons, stat icons, the CTA band. Nothing gets an accent colour for decoration.
The site opens five parallel routes into the same two products – by solution, by service, by industry, by platform, or as a reseller – so a buyer can enter from whichever direction they already think in. That decides the whole build. Every product and every industry gets the same card, or five routes become five sites. One card, one button, one spacing, repeated across twenty-odd pages. Repetitive on purpose, and the repetition is what lets someone cross from one route to another without feeling like they left.
Home page – three product lines as three identical cards, the same pattern every product and every industry on the site gets.
Off the screen the system has to hold without the navigation holding it together: a general brochure pairing both products, a brochure for each product line, and a Serbian-language one-pager for a trade fair, where the whole pitch lands on one side of one sheet.
The general brochure – both products side by side, feature bullets, a QR code, and the contact details, downloadable from the site.
The logo, the site that sells the products, and both of the products themselves. For this company that wasn’t three jobs handed to the same freelancer – it was one person doing what a design department usually does, across everything with the name on it.