AdSapiens

The goal was to build a visual identity for the brand that stood out from the typical AI/tech industry trends, steering away from those omnipresent purple/blue gradients and the over-used Inter font, to develop a friendly and approachable brand world. The project aim was to establish a cohesive and engaging brand that highlights their advanced technology in a welcoming and accessible manner. This involved creating a dynamic logo, a versatile mascot, a vibrant and unique color palette, and clear typography guidelines, all of which were integrated into a responsive and interactive website design.

My favorite element of the branding is, obviously, the friendly little AI sprite, Lorenzo. The strategic aim with the creation of a mascot was to personify their AI, making it more relatable and engaging for users. Previously, Lorenzo was only an internal name, and the introduction of a mascot aimed to give the AI a more tangible and approachable identity – you can add Lorenzo on LinkedIn where he hold the position of CAIO (Chief AI Officer).

Visual identity

The visual identity for AdSapiens was centered around the following key elements:

Logo and Icon: The primary logo and wordmark were meticulously crafted, ensuring a consistent look across various applications. The icon, featuring Lorenzo, serves as the main symbol representing AdSapiens and its software.

Mascot: Lorenzo, the mascot, evolves in complexity depending on its use, adding a dynamic and engaging element to the brand. The mascot can animate from a simple icon to a more detailed character, used sparingly to draw attention.

Color Palette: These were chosen from an existing palette and updated, modified for vibrancy and contrast, ensuring accessibility and legibility.

Typography: The primary fonts used are NaN Metrify for body copy and headings, and Recoleta Alt for highlighting key elements such as Lorenzo's name. As aGoogle Fonts alternative, Libre Franklin, is included in the guidelines, for use in internal documents where necessary.

Website design in Webflow

The website design in Webflow focused on creating an intuitive and visually appealing user experience. Key aspects of the design included:

Interactive elements: Incorporating animations and interactive elements, particularly with Lorenzo, to engage users and highlight the AI capabilities.

Visual consistency: Maintaining visual consistency with the brand identity guidelines, including the use of the specified color palette, typography, and iconography.

Conclusion

The AdSapiens branding and website design project successfully established a strong and cohesive visual identity that reflects the innovative nature of the company's AI-driven solutions. The use of Webflow allowed for a flexible and dynamic website that effectively communicates the brand's message and engages its audience.