MIDL is a peer-to-peer middleman service designed to enhance trust and security in online classified transactions while promoting the resale of second-hand items for a more sustainable future. My role in this project was to develop a full brand identity, ensuring that MIDL’s visual presence communicated reliability, professionalism, and ease of use.

Brand Identity & Logo Design

The MIDL logo was crafted to strike a balance between trust, security, and structure. The geometric approach reflects stability and reliability, essential for a service handling high-value transactions. The location pin subtly integrated into the typography reinforces MIDL’s role as a localized service connecting buyers and sellers safely. A cyan color palette was chosen to convey trust, innovation, and environmental consciousness, aligning with the brand’s commitment to secure transactions and sustainability.

User Interface & Experience

The digital presence of MIDL spans across iOS, Android, and desktop web browsers, requiring a versatile and scalable design system. I focused on creating a modern, intuitive UI that ensures a seamless experience for users looking to find verified middlemen in their area. Key design considerations included:

• Minimalist layout for easy navigation

• High color contrast to emphasize clarity as well as convey security

• Iconography & visual cues that reinforce trust and user guidance

Marketing & Print Materials

To build a cohesive brand presence, I extended the design system into marketing collateral and merchandise, ensuring consistency across digital and print assets. This included:

• Business cards & flyers for verified middlemen

• Merchandise design including apparel

• Social media assets & ad templates to drive awareness

MIDL’s design system was built to be scalable, allowing for future expansion into different product categories like electronics, furniture, and fashion. The end result is a visually unified brand that effectively communicates security, efficiency, and sustainability, positioning MIDL as a leader in the evolving resale economy.