Lemon.io connects startups with senior developers. The team set out to be the punks of freelancing, and the rebrand had to prove it: look nothing like the dozens of other platforms on the market, and speak as a peer to both sides of the audience, founders who move fast and developers worn out by corporate outsourcing.

So we built the Lemon Cult, a secret order that gently mocks the whole idea of secret orders, with occult symbolism, a lemon with an all seeing eye, and a palette borrowed from dark code editors. It lands because belonging is what people actually buy: the strongest brands let you into a small circle of your own kind. Here the invitation is knowingly ridiculous, which suits an audience that runs a meme channel, half hates capitalism and is genuinely excellent at what it does.

I created the visual style and the logo, art-directed the project team, drew the illustrations, developed the graphic methods and templates, designed an alphabet of ornamental initials, built the website and set the photography direction.

Created in collaboration with O0 Design and Lemon.io team.