Freqens
2023
The team came to me after raising their first funding, with a product for procurement teams and a public launch to prepare. Back then, it was called Reel. I helped build the brand, the website, and the first product features together. The name later became Freqens to avoid confusion with Instagram Reels.
Direction
We wanted a breath of fresh air for procurement teams: sunny landscapes, space, and a clear view ahead. A lighthouse on the coast became a useful metaphor for anticipating what’s coming and staying in control. That idea echoed the product’s purpose. The name changed, but the point of view still made sense, so we kept the visual foundations and carried them into the interfaces.
My contribution
- Created Reel’s logo and visual identity, then a new Freqens logo after the team worked with a naming agency.
- Designed and built the website in Framer so the team could keep control of its content.
- Established the design system, application structure, and interface foundations.
- Designed the first subscription portfolio: bringing contracts and pricing into one view, with market comparisons and insights to help teams plan ahead and negotiate.
“Julien understood our vision and shaped it into a distinctive brand identity and polished product.”
Maxime LiebensCo-founder & CEO
Who I worked with
Richard GozlanCo-founder & COO
Alexandre BarreiraCo-founder & CTPO
Skills
- Logo
- Visual language
- Design systems
- UI/UX
- User flows
- Web design
- Framer development