joseph de weijer okam digital



project context:

Okam is a start-up founded by two former Google veterans who wanted to disrupt the way Google Ads services were offered. Their approach followed the principle of Ockham’s Razor: cut through complexity and keep things simple. They needed a brand identity that reflected this philosophy while positioning them to scale confidently as their business grew.

 challenge:

The founders didn’t want traditional agency flash or jargon. Instead, the challenge was to create a brand that looked unapologetically digital, trusted data above decoration, and spoke clearly to business owners who might be sceptical of marketing talk. At the same time, the identity had to be flexible enough to grow with them as their client base expanded.

deliverables:

Branding and brand positioning
Full mobile and desktop site
Typography
Social media and email templates

with:

Vitoria Bastos

Through a collaborative, iterative process that included client interviews, design critiques, and close work with a developer, we explored how the principles of clarity and scalability could translate visually. Working alongside illustrator and designer Vitoria Bastos, we stripped the colour palette to its essentials and drew inspiration for typography and interface details from the early-computing world and from the clarity and ease-of-use of modern e-readers. This approach kept the design system lightweight yet distinct, ensuring it could flex across multiple platforms without losing integrity.

The result was a scalable brand identity and interface design that expressed Okam’s philosophy of simplicity and trust in technology. The pared-back palette, binary-inspired typography, and modular system of assets gave Okam a distinct, future-focused personality while avoiding unnecessary noise allowing them to launch as a start-up with a brand that could grow as confidently as their business ambitions.






joseph de weijer 2026