T-MinustheDay transforms the days leading up to a milestone into a personalized countdown created by the people who matter most.
We redesigned the logo, developed the brand system, designed the website, and built the custom web application that turns digital memories into printed memento Books delivered to customers.
680+
Unique work items
18
Specialists involved
746
Tracked tickets
21+
Automated Notifications
Brand strategy, logo redesign, website design, custom development, integrations, payments, communications, print, fulfillment, and delivery workflows.
What we created
Logo Design
Brand guidelines
Website Design
Custom Web Application
Card Creation
UX/UI
Email and SMS Automation
Memento Book Workflow
Print Fulfilment Integration
Admin & Order Management
Legal, QA and
Launch Support
T-MinustheDay sits at the intersection of several familiar ideas while creating something fundamentally new.
It combines:
That meant the project required more than a polished interface.
We needed to define the category, articulate the value of the experience, build trust around an unfamiliar product and design technology capable of coordinating organisers, contributors, recipients, payments, scheduled communications, printed books and customer delivery.
The platform had to feel emotionally meaningful without becoming complicated. It needed to offer creative freedom while guiding customers through a clear process. And it had to connect a deeply personal digital experience to a dependable physical fulfilment workflow.
The product introduced a new way of celebrating, but its identity needed to communicate more than excitement.
At its heart, T-MinustheDay is about time, memory and emotional connection. It honours the experiences that led to a milestone while building anticipation for what is coming next.
We developed a strategic foundation that gave the brand a clear position within the market:
A digital milestone platform that transforms countdowns into meaningful connection by pairing anticipation with reflection.
This positioning helped distinguish T-MinustheDay from conventional greeting cards, event reminders and photobook services. The product was not simply another way to mark a date. It was a way to turn time itself into an expression of thoughtfulness.
The resulting brand system included its vision, mission, positioning, values, founder story, target audience, audience segments, personality, voice and tone.
We defined the core T-MinustheDay audience as the inner circle: the spouses, parents, children, siblings, friends and loved ones who want someone approaching a milestone to feel seen and celebrated.
They are not merely buying a card or a gift. They are investing time and care in a planned emotional experience.
The central audience insight became:
“This matters to you, so it matters to me.”
From that foundation, we identified four distinct audience groups whose needs would influence the brand messaging and product experience.
These audience definitions informed not only campaign messaging, but also interface simplicity, invitation language, creative control and the balance between digital convenience and physical keepsake value.
A parent or older family member who values sentiment, permanence and the opportunity to preserve a shared history.
Someone who sees gifting as the creation of a memorable experience and wants control over every detail.
A loved one using the daily countdown to create emotional closeness across physical distance.
A friend or family member who wants to participate meaningfully through a process that is clear, quick and respectful of their time.
We redesigned the logo and created a full brand system that captures the joy of everyday celebration and the timeless value of memories. From audience strategy and voice to color, typography, custom illustration, and brand guidelines. Every element was crafted to feel both playful and meaningful.
T-MinustheDay needed a voice capable of moving naturally between excitement and reflection.
During the countdown, the language builds momentum and anticipation. When speaking about memories and keepsakes, it becomes warmer and more reflective.
Across both moments, the voice remains consistent:
Confidently joyful, optimistic and energising without becoming loud or gimmicky.
Heartfelt and emotionally intelligent without relying on clichés.
Clear, purposeful and thoughtful about memory, time and significance.
Warm and welcoming to the friends, families and communities surrounding every kind of milestone.
This voice shaped the website, product instructions, invitation flows, automated emails, SMS notifications and customer communications.
We created an illustrative language that feels personal and expressive while remaining polished enough to support a sophisticated digital product.
Clean linework, simplified forms and consistent stroke weights give the illustrations clarity. Subtle imperfections and hand-drawn qualities add the warmth of something created with care.
The result is sentimental rather than juvenile, expressive rather than cartoonish and warm without becoming visually excessive.
Because T-MinustheDay introduces a new kind of product, the marketing website had an important job. It needed to help visitors understand:
We designed the website around a simple, sequential story.
Visitors first see the emotional promise of the product. They are then introduced to the process, occasions, card examples, collaboration features, Memento Books and pricing.
The site balances real customer memories with illustrations and product visuals, helping people picture both the emotional impact and the practical steps involved.
Beyond the marketing site, we designed and built the custom platform that lets organisers create countdowns, upload memories, personalize cards, invite contributors, manage events, process payments, and preserve everything in print
1
Pick the occasion, duration, and details
2
Share a private link, and collect memories
3
Automated cards are sent straight to the recipient
4
All memories are bound into a beautiful book and delivered
The customer sees cards, memories and moments of celebration. Behind that experience sits a modern technical architecture connecting design, content creation, identity, communications, payments, storage, print production and internal operations.
Used to create the customer experience, responsive interfaces and browser-based card editor.
Next.js
react
fabric.js
Tailwind CSSSupporting the application logic, event workflows, users, orders and integrations.
Nest.JS
Node.jsManaging structured application data and customer-uploaded media.
PostgreSQL
AWS S3Providing secure customer access and live card-payment processing.
Auth0
StripePowering automated email and SMS communications across the countdown journey.
SendGrid
TwilioSupporting structured quality assurance, automated testing and platform stability.
PlaywrightAI-assisted QAAPM monitoringAllowing the team to build, review, test and release changes in a controlled way.
GitHubCI/CDStaging and production environmentsThe platform moved from early planning to live customer orders through a structured series of themed two-week sprints.
Wireframes, product journeys and high-fidelity Figma designs established the foundation for the marketing pages, application, card builder and checkout experience.
Core services, database architecture and secure customer sign-in established the platform’s technical spine.
The event-creation and template systems brought the central countdown concept to life.
Card customisation, private memory galleries and collaborator journeys made each countdown a shared experience.
Stripe payments and the wider checkout journey were connected and prepared for live transactions.
Order-management tools and automated email and SMS communications gave the internal team control over each customer journey.
The platform moved through structured testing on staging and stakeholder acceptance reviews.
Remaining issues were identified, prioritised and resolved before launch.
Version one launched. Customers created countdowns, contributors submitted cards, payments were processed and Memento Books were produced and delivered.
Post-launch feedback continues to guide refinements, feature development and future releases.
Bring us your rough idea. We’ll help you build the brand, platform, and experience behind it.