Portal Tela
Updated: 2 days ago
Overview
Portal Tela is a digital news platform exploring a more personalised, technology-driven approach to journalism through features such as personalised news and ChatWithYourNews.
The project involved refreshing the existing brand identity and designing the platform's digital experience. The goal was to establish a more distinctive visual presence, communicate the brand's technological direction, and translate its evolving proposition into a cohesive digital product.
Role: Brand Identity Designer · UI/UX Designer
Scope: Visual Identity Refresh · Logo Design · Colour System · Graphic Elements · Competitive Analysis · User Research · User Flows · UI Design · Desktop & Mobile Interfaces · Prototyping
Tools: Figma· Adobe Illustrator · Adobe Photoshop
01 | Branding
The Challenge
In a news landscape dominated by established players, Portal Tela needed a visual identity that could stand apart without losing its existing essence.
The refresh had three main objectives: establish a more proprietary brand presence, communicate technological innovation, and reinforce the perception of trustworthiness. Rather than creating a completely new identity, the approach was to evolve the existing one through a more distinctive logo composition, a purposeful colour palette, and graphic elements connected to the brand name.
Logo Design
The first major change was reversing the name's reading order, from Tela Portal to Portal Tela.
The symbol was also integrated more closely into the wordmark, positioned halfway inside and halfway outside the screen. This composition gives the logo a distinctive structure while optimising its footprint and preserving the legibility of both words.
Conceptually, the symbol represents the screen becoming a portal to a world of news selected for the user. Its position across the screen's boundary brings this idea into the logo itself, connecting the brand name with the experience it aims to offer.
Colour System
The palette combines a dark foundation, a warm off-white, and a vibrant purple. Each colour has a specific role in expressing the brand's digital character.
Black: establishes a contemporary, technology-oriented foundation, aligned with the brand's preference for dark digital environments.
Off-white: balances the darker tones with a warmer neutral, adding versatility and visual harmony.
Purple : introduces energy and distinction, communicating innovation, creativity, and intelligence.
Competitive analysis revealed an opportunity to move away from the more familiar use of red and blue as dominant colours in the news category. Purple offered a different visual direction, helping Portal Tela express its technological ambitions and develop a more recognisable brand presence.
Graphic Elements
The graphic language draws on the two ideas contained in the name Portal Tela: the portal and the screen.
The elements are simple and deliberately limited in number. Their forms interact with the brand's characters, creating compositions that represent a portal through which news reaches the audience.
This visual concept expresses the brand's proposition: your screen becomes a gateway to relevant, selected news. Instead of relying on decorative complexity, the identity uses a small set of meaningful elements to give the brand personality and consistency.
Brand Applications
The logo, colour palette, and graphic elements work together as a unified visual system. Their application demonstrates how the refreshed identity extends beyond the logo while maintaining a consistent brand character.
02 | UI/UX Design
From Brand to Digital Product
Alongside the identity refresh, the project involved designing Portal Tela's digital experience. The focus shifted from how the brand presents itself to how users navigate the platform and access its content.
The process combined competitive analysis and user research with user flows, interface design, and prototyping, establishing the structure of the experience before refining the individual screens.
User Flows
User flows mapped the paths users would take through the platform and how its different screens connect. This established the structure of the experience before detailed interface design, helping organise navigation and clarify the relationships between different parts of the product.
Interface Design
The interface design focused on information hierarchy, content organisation, and navigation. For a news platform, these decisions are central to making content accessible and helping users move through the experience clearly.
The refreshed identity was incorporated into the interface, connecting the product to the brand's updated visual direction while allowing usability requirements to guide the organisation of the screens.
Prototyping
The screens and user flows were brought together in Figma to represent the proposed experience as a connected sequence of interactions.
Final Outcome
The project brought together a refreshed visual identity and the design of Portal Tela's digital experience.
The identity evolved the existing brand through a more distinctive logo, a technology-oriented colour palette, and graphic elements rooted in the portal-and-screen concept. The UI/UX work translated the platform's needs into structured user flows and desktop and mobile interfaces.
Together, these two areas established a coherent design direction for a news platform seeking to make information more personalised through technology.
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