Remembered by most for its humble beginnings as an oldschool B2C social check-in app, Foursquare has since grown into a mature tech startup focused on B2B geospatial location data.
overview
Foursquare has evolved far beyond its roots as the "it" check-in app from 2010. Today, it’s a leading geospatial intelligence company, powering enterprise clients across industries from CPG to retail, entertainment, food & dining, and more.
The refreshed design system is built for scalability and consistency across a growing, complex product portfolio. It’s flexible enough to serve developers, data analysts, and marketers alike, and product-forward without losing the brand’s sense of personality. New visuals aim to strike a balance between polish, technical know-how, and playfulness—honoring Foursquare’s legacy while making space for where it’s headed next. Deliverables included an updated visual design system, brand guidelines and microsite, icons, illustrations, sales and marketing templates, and more.
Shifting Foursquare's visual identity from abstract brand expression to product-first storytelling
Remembered by most for its humble beginnings as an oldschool B2C social check-in app, Foursquare has since grown into a mature tech startup focused on B2B geospatial location data.
overview
Foursquare has evolved far beyond its roots as the "it" check-in app from 2010. Today, it’s a leading geospatial intelligence company, powering enterprise clients across industries from CPG to retail, entertainment, food & dining, and more.
As it shifted from enterprise-led to a product-led SaaS company with a growing product portfolio, its visual identity no longer reflected how customers experienced the business. Existing brand assets felt disconnected from the products themselves, making it difficult to tell a cohesive story across web, marketing, and sales touch points.
I led the evolution of Foursquare's visual language, creating a more product-forward system that connected brand and product experiences while remaining flexible enough to scale across teams, channels, and future initiatives.
The challenge
The solutions
Lead designer
Brand strategy Design systems Illustration Motion design
The rebrand repositioned the company from a consumer-facing app to a modern B2B technology brand. The identity introduced a fresh visual direction that helped signal this shift to the market and embraced a minimalist aesthetic designed to grow with the company.
2022 brand refresh
As the company evolved, new challenges emerged. Visuals relied heavily on abstract brand expression, making it difficult to communicate the breadth of Foursquare's products and capabilities. This refresh aimed to solve for that, moving to incorporate more tangible examples of what FSQ products enable customers to create.
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