Geometric
Brand.

An AI research lab needed an identity, but the starting point was abstract. The work it does is hard to picture, and the existing presence leaned on the soft, generic visual language that most technology brands settle into. Nothing about it felt distinct or considered.

The difficulty was finding a form for ideas that resist illustration. The brand had to feel rigorous and modern without reaching for clichés, and it had to hold together across a website, motion, and everyday documents rather than living only on a single hero image.

The identity was built from a small set of geometric principles — a consistent logic of shape, angle, and proportion that could generate marks, layouts, and patterns instead of relying on one fixed logo. That gave the system room to flex while staying recognisable.

Typography did the rest of the heavy lifting, with strong scale contrast giving each surface a clear voice. Motion guidelines extended the same geometry into movement, and the web architecture organised it all so the brand stayed coherent as it grew.