Designing a dynamic identity system with a startup founder.
MY ROLE
⚭
Identity system
↸
Leading
↺
Animation
◳
UI design
OUTLINE
Notion (now Valorie) was an AI service, disrupting traditional strategy, research and communications. Launched pre ChatGPT, the AI was trained to answer a specific research question and outputted a detailed dynamic report.
Working closely with the founder, we designed a dynamic identity that was shaped by the AI data outputs.
Client / Notion
Studio / Craig Walker
PROBLEM
In a rapidly changing world, the power of cognitive AI (IBM Watson) was being realised with new startups such as Notion. AI presented exciting opportunities to harness the power of data in ways that humans couldn't possibly do on their own.
This unique, new world brand needed an identity system that represented the new era of strategy.
LEARNING ABOUT NOTION
First, we developed an understanding for how Notion works by working closely with the founder. We conducted desk research and learnt how competitors communicated brand to understand how differentiation.
THE AI BRAIN
What could an AI neural network look like? Exploring this as design inspiration, a set of branding shapes were developed that represent an AI neural path.
AUTOMATED NEURAL SHAPES
Using a grid and a set of defined rules, the program outputs unique neural branding shapes.
LOGO
The logo was built with the same system as the neural shapes.
THE AI'S EMOTION
Colour played an important role within the neural shapes, changing through automation based on the data from each report, therefore showing how Notion feels.
THE DYNAMIC IDENTITY AS A WHOLE
Made up of neural shapes, colour, texture and a grid, the dynamic identity creates diverse designs that are forever changing.
There are more possible combinations then every star in the universe and every grain of sand on earth put together.
REPORT DESIGN
AI can generate complex datasets. It was important for the reports to be both functional and beautiful.
Insights focused on content had an editorial style, whereas complex, data-heavy insights called for the use of graphs.
STYLE GUIDE
A style guide was designed as a detailed manual for the brand.
OTHER COLLATORAL
A range of branded collateral was created including business cards, a mobile-friendly website and a t-shirt.
