Beluga

Contributed by Yichan Wang


Source: yichanwang.me License: All Rights Reserved.

Beluga uses AI to make taxes easier, but so did hundreds of other startups pitching AI automation, converging on the same clean, sterile brand. To stand out from the crowded space, Beluga's identity is built around Luca, a friendly beluga whale mascot that gave the product a face people could root for. Typography carries that friendliness through: GT Maru headlines echo the marker-drawn quality of the mascot’s emoji, paired with Work Sans for legibility, while Hobeaux adds a touch of quirk to callouts and numbers. Playful bubble graphics and animated waves built out Luca's world, and a bright, higher-contrast ultramarine palette kept the brand feeling premium.

Source: yichanwang.me License: All Rights Reserved.


Source: yichanwang.me License: All Rights Reserved.


Source: yichanwang.me License: All Rights Reserved.


Source: yichanwang.me License: All Rights Reserved.


Source: yichanwang.me License: All Rights Reserved.

This post was originally published at Fonts In Use

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