Hidden Pineapple was a small app studio based outside of Seattle, WA and founded by ex-Microsoft developers. I had previously worked on freelance projects with them, and in 2015 I became a part of the team while working on Maestro. To correspond with the launch of Maestro, I was tasked with creating a new identity and website for Hidden Pineapple.


The Logo

The beginning of the project was essentially a blank slate. There was a simple icon of a pineapple that the team had been using, but hadn't really thought through an identity and how they presented themselves to the world.

The name Hidden Pineapple lends itself to some subtle themes, and we agreed the mark shouldn't be an illustration of a literal pineapple. Instead, the goal was to create a mark that was clean and commmunicated simplicity, approachability, and utility.

The Process

I was intrigued with the idea of the cross sections of a pineapple, and wanted to explore the idea of containers that mimicked app icons, like squares or circles. The project was also a fast tracked one, and I was only able to spend a week or two on the identity. The mark needed to work on a variety of levels and sizes, so simplicity was the name of the game.

The Solution

Through the process, I created a rounded square shape that we referred to as the "squircle." The wordmark is a slightly modified version of Geogrotesque. Along with the mark, I created a set of gradients and icons to use on the site or on social networks.


The Website

For the website, I used the same guiding principles of simplicity, approachability, and utility. We wanted to communicate who we were right off the bat, and came up with a rotating header that would swap out descriptors of the apps we created.

On the blog, we created a specific set of categories for posts. Each category had a unique color label, which was used to differentiate categories on the index view. Each individual post was themed for the category it belonged to.