prioticket
Prioticket was my entry point into the professional design world. As Design Lead for the Dutch company, I updated the entire brand into the identity it has today while shaping a clearer visual and digital direction. The experience became the foundation for the craft I am now applying and developing at Palisis.
Client
Prioticket
Year
2020
Project type
Brand Identity, Design Leadership & Digital Direction
Credits
Laura Lezeu, Gert-Jan Ruiter
Brand Identity
Design Lead
Digital Direction
Professional Foundation
Problem
Prioticket needed a stronger and more coherent brand direction. The company had an opportunity to present itself with more confidence, but the identity and digital expression needed to become clearer, more consistent, and more recognizable across its different touchpoints.
Role & Scope
I worked as Design Lead and updated the overall brand direction, shaping the visual identity, digital expression, and design approach that Prioticket still carries today. This was also where I learned the foundations of professional design: how to connect business needs, visual systems, product thinking, and clear communication.
Outcome
Prioticket received the brand direction that defines its current identity. For me, the project became a formative design chapter: the place where I learned the craft through real work, real constraints, and real collaboration, and the experience that prepared me for the system and platform work I now bring to Palisis.
Timeline
Design leadership, brand update, visual-system development, digital application, stakeholder collaboration, and ongoing refinement.
Context & Constraints
The project was both a brand transformation for Prioticket and the beginning of my own professional design practice. I had to learn while creating a direction that other people could use and trust.
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Prioticket needed a clear brand system that could work across products, partners, and digital communication.
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The identity needed to become recognizable without losing the company’s practical and commercial focus.
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The work required balancing personal design growth with the expectations and constraints of a real Dutch company.
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The foundations learned here later informed how I approach design systems, product teams, and platform work at Palisis.
Process
01
Joining & Discovering
Prioticket was my entry point into the design world. I learned by working inside a real company, understanding its products and audiences, and seeing how design decisions affect communication, trust, and the way a business presents itself.
02
Research & Principles
I studied what Prioticket needed to communicate and where the existing identity could become more coherent. The direction was grounded in clarity, consistency, recognition, and the ability to apply the brand across different business and digital contexts.
03
Brand Update
I updated the whole brand, developing a stronger visual identity and the principles needed to carry it forward. The work moved beyond isolated assets and created a more connected expression for Prioticket.
04
Design Leadership
As Design Lead, I learned how to make design decisions in collaboration with other people, explain the reasoning behind them, and build trust in a direction. The role connected creative work with responsibility, prioritization, and delivery.
05
Craft & Continuation
The work became the identity Prioticket has today and a foundation for my own continued practice. The lessons from this project now show up in the way I approach systems, products, teams, and platform redesigns at Palisis.
Design Decision
Patchwork Identity vs Coherent Brand System
The main brand decision was whether to keep evolving individual assets or create a more unified direction that could carry Prioticket into its next stage.
Option A
Continue improving isolated brand touchpoints
Option B
Update the full brand around shared principles
Chose: A complete brand update
The full update created a stronger relationship between Prioticket’s identity, communication, and digital presence. Instead of solving each touchpoint separately, the work established a direction that could be recognized and reused.
Learnings
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A first professional project can shape an entire design practice. Prioticket taught me the value of learning through real constraints instead of waiting until every skill feels complete.
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Brand work is not only visual styling. It is the process of making a company easier to recognize, understand, and trust across many touchpoints.
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Design leadership starts with responsibility: explaining decisions, creating alignment, and making a system useful for people beyond the designer who created it.
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The craft I learned at Prioticket became a foundation for the work I now display at Palisis, especially the connection between brand, product, systems, and collaborative delivery.
What I'd do differently
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I would document the brand strategy and decision-making framework earlier, so the reasoning behind the identity could be easier to share and preserve.
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I would build a more formal system for collecting feedback from partners, customers, and internal teams during the brand update.
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I would connect the brand guidelines to more concrete product and platform examples from the beginning, making the transition from identity to digital experience more visible.
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I would define a clearer long-term evolution plan for the identity, including how it could scale across future products, partnerships, and international contexts.
Next project
