I led brand visual strategy, working with the founders to shape the identity from the ground up. Iterating and abstracting we learned what forms would best represent the service, in the process discovering that typical AI startup branding felt overly simplistic. We leaned into the “architect” concept in the name: clean lines, geometry, precision, structure. We referenced a retro video game aesthetic with the typography pairings. And then, like in all creative work, we had to commit: building a brand system that felt reliable and innovative, then applying it consistently across pitch materials and sales collateral.