Mayday: The AI Calendar Assistant

Mayday came to us to develop a brand identity for its AI-assisted calendar app ahead of launch. With low brand awareness in a competitive market, the goal was to create an identity that felt fresh and ownable. Following the identity launch, Mayday’s in-house team carried the design direction forward to influence the overall look and feel of the product.

‍My Role
I led the design of the brand identity, grounding the system in the idea of flow state. This informed the logo mark—designed to suggest focus and rhythm while subtly forming an “M”—as well as a calm, intentional color palette built to support deep work across both light and dark UI modes. I also designed a custom icon set and a dynamic desktop app icon that updated daily with the date, reinforcing Mayday’s function at a glance.

Typography played a key role in differentiation: a contemporary sans serif with exaggerated ink traps introduced warmth and personality, paired with a refined serif for headline treatments to move away from the generic, category-standard sans-serif systems.