Setting the Baseline
Introduction
As a market leader in accounting software, Exact sets the industry standard. Working as a freelance designer alongside Dawn’s design team, I helped create a simplified and robust visual system, built around Exact’s signature red, refined typography and a distinctive graphic baseline.
Exactly
Exact is an iconic brand. The design process was an exercise in reduction, stripping away unnecessary elements to reveal what was there all along and makes the brand instantly recognisable. Removing visual noise & elements and refining what remained: a bold, confident identity built around the essentials. We call it the Baseline.
2025
Dawn website
- Role
- Brand designer
- Dawn
- Jesse Walenkamp
- Jurian van der Hoeven
- Loranne Roozendaal
- Marjolein Huisinga
- Niek Kessels
- Motion
- Wim Dijksterhuis