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Identity meets intelligence.

Websites, visual identities and useful digital products. Bring your idea; we can shape the next step together.Tell me about your idea ↗

01 / Form

Design gives identity a precise shape.

02 / Behavior

Intelligence turns that shape into an experience.

Payam Fard

Design. Code. Intelligence.

Digital Designer & AI Web Developer — Shaping distinctive websites and intelligent digital products from concept to production.

One connected practice

From first decision
to final delivery.

The same creative intent moves through every layer of the work.

01Direction / UI / Motion

Design

Give complex ideas a distinct visual identity.

Creative direction, interaction systems, responsive web design, and graphic language built as one coherent experience.

02AI / Code / Product

Build

Turn the visual system into a working product.

AI-assisted development, production-grade frontends, intelligent interfaces, and careful implementation from Figma to code.

03Server / Publish / Care

Operate

Carry the experience all the way to production.

Domains, private hosting, server configuration, publishing, security-minded delivery, and long-term technical care.

Selected websites / at a glance

Explore the work.
Find your starting point.

Scroll down to explore every website.

Continue to the stories ↓
Scroll to resolveBrand clarity
for an intelligent world.

Selected work / 01

BRAND
VALLEY

A brand-intelligence platform connecting strategy, evidence, editorial thinking and machine-visible identity.
Private pre-launch platform
BRANDVALLEY.AILET’S TALK ↗
Brand evaluation featureBrand monitoring featureBrand copyright feature
Product design previewA connected brand-intelligence system.

Explore the Features design inside the case study, then continue scrolling into the next selected work.

  1. 01Brand evaluation
  2. 02Brand monitoring
  3. 03Copyright & evidence
  4. 04Machine visibility

Role Strategy · UX/UI · Frontend direction

System Brand intelligence · Editorial platform

Delivery Design system · Motion · AI-assisted build

Selected website / Kufic Academy

Old forms.
New possibilities.

Art direction · storytelling · development

Historical Kufic manuscript used in the academy’s source and reconstruction comparison
Digital reconstruction of the manuscript letterforms
Reconstructed Kufic alphabet, arranged as a type specimen
The Kufic Academy museum exhibition
Historical handwritten Kufic folio, Metropolitan Museum of Art, 30.45
MANUSCRIPT STUDY / MET 30.45 · PUBLIC DOMAIN
01 / 04

A page carries a history.

Start with the manuscript: its ink, rhythm and the space between the letters. The archive becomes an invitation to look closer.

02 / 04

Look closer. Find the structure.

Study the proportions and recurring forms. The typeface draws on multiple early manuscripts, bringing careful research into a consistent letter system.

03 / 04

From ink to a digital alphabet.

Scroll through the comparison: historical marks give way to a digital reconstruction, then to letters ready for new compositions.

04 / 04

A manuscript, brought into focus.

Enter the museum: approach the display, lift the manuscript into view and study its letterforms. Then continue into the composition studio.

Explore the museum ↗Try the free studio ↗

Selected work / 02

LEXORA

A structured digital learning experience for French exam preparation—connecting product direction, interface design, educational content, and a working web platform.

Visit live website

One connected learning system

Not a page.A learning pathway.

01 Content02 Practice03 Progress
LEXORA desktop homepage design showing the exam preparation system, books, audio learning, and project information

Selected identities / archive

Before interfaces, there is identity.

Scroll to move through the archive.
Anjoman identity design
Anjoman
Baharan identity design
Baharan
Benita identity design
Benita
Belief identity design
Belief
Brand Clinic identity design
Brand Clinic
Cactus identity design
Cactus
Mahoo identity design
Mahoo
Mojan identity design
Mojan
Mr Nuts identity design
Mr Nuts
Negahe Digar identity design
Negahe Digar
Offerland identity design
Offerland
Winter Sport Festival identity design
Winter Sport Festival

Selected identity systems / 03

Not a logo.
A working language.

01 / Brand Clinic

Guideline to application.

Logo variants, contrast rules and branded touchpoints built as one coherent identity.

Brand Clinic visual identity guideline coverBrand Clinic logo construction philosophyBrand Clinic positive and negative logo variantsBrand Clinic identity shown on a digital deviceBrand Clinic business card applicationBrand Clinic identity applied to an event badge
02 / Benita Wear

Form becomes recognition.

A distinctive silhouette carried from the mark into stationery, labels and packaging.

Benita Wear logo and symbolBenita Wear stationery and packaging system
03 / Cactus Paint Co.

Identity in the real world.

Color, typography and the cross-shaped letterform extended into product applications.

Cactus Paint Company primary identity on greenCactus Paint Company business card systemCactus Paint Company branded cup applicationsCactus Paint Company branded shopping bagCactus Paint Company branded polo shirt

A mark is not the finish.
It is the first rule of a system.

Selected work / 03

ORBITAL

A self-hosted, multi-brand email workspace—designed as a product, engineered for real operations.
Unified workspace

Inbox

Compose
03Needs action07Waiting08Accounts online
LEXORABook order confirmation
Needs action
SHIA HERITAGEEditorial review
Waiting
BRAND VALLEYNew project enquiry
Important

One interface.
Many identities.
Full control.

Selected work / 04

Shia
Heritage

A digital publishing environment for manuscripts, research, publications, and institutional access.Visit live website
Shia Heritage website homepage showing manuscripts, publications, research and library services

Technology
in service of
memory.

Selected work / visual archive

Beyond
the interface.

UX flows, digital commerce and editorial systems—shown as a fast visual index rather than separate case studies.Book design case studies3 published books · cover, layout & print
SWAAD mobile ordering flow designed in Figma
UX / UI · Figma flowSWAAD01
Front cover of Amour Le Secret DivinBack cover and spine of Amour Le Secret Divin
Editorial · Full cover systemAmour02
Herrteppich ecommerce website design
Web design · CommerceHerrteppich03
Complete Old Kufic Calligraphy presentation with covers and interior spreads
Editorial · Learning systemOld Kufic04
Masnavi Seven book cover and editorial presentation
Editorial · Book collectionMasnavi Seven05

Independent products / by Payam Fard

Made to be
used.

Creative tools and digital experiences I design and develop. Try the public releases, and follow what is taking shape.

Free to use · no account

A tool for making

Kufic Studio

Type in Old Kufic, arrange your composition and turn your words into a poster. Explore the editor directly in your browser.

  • Editable compositions
  • Paper, ink & ornaments
  • PNG & PDF export
Open the free studio

Public preview

A tool for listening

PureTone

A browser-based audio converter designed around a simple workflow: choose a file, adjust your output and convert locally.

  • Browser-based workflow
  • Local file processing
  • Audio conversion
Explore the free preview

Free preview · no account

A space to slow down

Sahargah

Yoga beyond movement. A personal space for breathing, focused attention, relaxation and supported rest—with guided rituals, music and natural sound layers.

  • Breathing & yoga rituals
  • Music & natural sound layers
  • Saved mixes & personal reflections
Explore Sahargah
Explore the product collection
01 / FIND YOUR DIRECTION

Your next chapter

An idea is enough
to begin.

You do not need a finished brief. Tell me where you are, and we can work out the right next step together.

Where are you now?

Build a website with a purpose.

Structure, visual identity, content and implementation come together around what your visitors need to do.

  1. 01Map the experience
  2. 02Shape the visual system
  3. 03Build & test
  4. 04Prepare for search
See what follows the launch ↓
02 / PLAN WHAT COMES NEXT

Beyond the launch

A website needs
a way to be found.

Search foundations are part of planning and building. Ongoing content and improvement can continue through a separately agreed care plan.

Content & structure

Clear page purposes, useful content, descriptive headings and internal links help people and search engines understand the site.

Technical readiness

Responsive layouts, performance checks, page metadata, crawl access and a sitemap prepare the website for launch.

Search Console & indexing

Set up Google Search Console, submit the sitemap and inspect important URLs. We can monitor indexing and investigate issues; inclusion and rankings remain Google’s decision.

Review & improve

Review search visibility and technical issues, then agree the next priorities. Reporting frequency and ongoing SEO work are scoped separately.

Share your idea ↓
03 / START THE CONVERSATION

Start a conversation

What would you
like to make?

I will review your idea and discuss a useful starting point, scope and next steps with you.

This brief stays in your browser. The next step opens a draft in your email app; you choose when to send it.

Prefer a direct email? hello@payamfard.ch

Human direction

Design experience.
 New intelligence.

I combine a long graphic-design foundation with modern web design and AI-assisted development. The result is not just a visual concept—it is a complete digital experience carried from first idea to publishing and technical care.

  • Distinctive websites
  • Intelligent digital products
  • Visual systems & motion
  • Hosting, publishing & care
Switzerland · 2026

Federal VET Diploma (EFZ), Specialist in Childcare · BFF Bern / Municipality of Ostermundigen

Iran · 2007

Bachelor’s degree in Painting · Azad University · assessed by Swiss ENIC at Bachelor level

Have a project that needs its own identity?

Let's make
the next signal.

Available for selected website, digital-product, and visual-system collaborations.

  • Web design
  • AI-powered products
  • Visual systems