Medidapp
Concept Project
2023/2024
Medidapp is an app concept designed to help people find clothes that actually fit by matching garments to the user's unique body measurements. I was responsible for the full brand identity, from visual direction to logo, illustrations and onboarding design.
Branding
Illustration
Art Direction
The challenge
The brand needed to feel warm, inclusive and cheerful, not clinical or technical. It had to make people feel good about themselves, not remind them of their measurements.
What I did
I started with a moodboard exploring colour, illustration style and UI references that evoked body positivity and joy. I landed on Mellow Apricot as the core accent: energetic, warm, and approachable. The logo was hand-illustrated, combining two key symbols: a measuring tape and a garment, drawn in a way that feels friendly rather than functional.
For the onboarding screens, I created three custom illustrations designed to communicate the app's value in seconds, before a single word is read.
What I delivered
Logo and app icon (multiple sizes including App Store formats), brand colour palette, illustration system, and three onboarding illustrations. All created in Procreate, Adobe Fresco, Illustrator and Photoshop.
Get in touch
Wanda Raitelli © 2026
