From Terra - origin and ascent.

7erra was a retail startup that began during COVID. The product was a security lock for items in stores, paired with an app called StoreSlacker. A shopper scans an item, pays for it in the app, and gets a code that unlocks the tag. The goal was to let people shop in person without waiting for a staff member or standing in line.

The name shaped the identity. Terra means the ground, and the founder called the people around the brand Terrans. The logo reads as an upward arrow, so the whole idea became about rising from the ground. That is where the organizing concept, ground to orbit, comes from: a physical store on the ground, lifted into something easier and more modern.

Brand Tiers

3

7erra parent · StoreSlacker product · 7erra Services.

App Interfaces

2

Customer-facing and employee-facing.

Deliverables

5+

Brand · company deck · pitch deck · website · app UI.

The Mark

Three readings, one mark.

The mark was built to carry three readings at once.

It is the number 7 and its mirror image locked into one shape, which gives the brand a single distinct symbol.
The 7 is drawn in the form of a modern cursor, a quiet nod to the fact that the brand is a technology company.
And read as a whole, the shape becomes a star pointing upward, which stands for rising and always aiming higher.

The wordmark ERRA sits on the ground line, with both R's reversed. I kept the reversed letters on purpose, because they signal a brand that is willing to break a convention.

My job was not to redraw the logo but to formalize its geometry on a grid and write down what it already meant. The upward, rising reading is the one the wider concept grew from.

The identity system

Logo construction

Symbolism

Lockups

Pattern

Color & Type

A tiered system, one workshop.

The palette is built in tiers. Lime and charcoal are the two primary colors. The Atmosphere gradient is the secondary. A light slate and white are the tertiary colors, and a near-black sits underneath as the foundation. Lime is used sparingly, so it stands out against all the dark around it.

Type is split across three jobs. ITC Avant Garde is used for the logo wordmark. Space Grotesk handles headlines. Objective is used for body text and interface elements, and it is the same typeface that runs the StoreSlacker app. Using one shared typeface keeps the parent brand and the product feeling like one family.

The StoreSlacker App

Two sides of the same counter.

StoreSlacker only works if both the shopper and the store are covered, so I designed two connected apps from one system. The customer app is where people scan, browse, buy, and unlock an item. The employee app is where staff manage inventory, orders, and the locks. I also cleaned up the sitemap and user flows so the two stay in sync. The customer app is the most finished part of this project, and it uses the warm side of the Atmosphere gradient that anchors the product brand.