Brand
Project
Logo creation for a gym in Minneapolis, MN
I created a modern and sleek logo centered around the letter ‘A’, symbolizing personal transformation from weak to strong. The design incorporates dynamic elements like shadows and gradients to evoke motion and strength, while the color palette conveys power, determination, and a contemporary aesthetic. This design represents the gym’s commitment to both physical and mental transformation.
Summary
Tools
Figma, Photoshop, Illustrator
Responsibilities
Art Direction, Brand Design
Project Overview
A brand design exercise exploring three distinct visual identities for an AI document processing platform. The challenge was to move beyond the generic AI SaaS aesthetic — dark modes, gradients, abstract animations — and create something genuinely human, playful, and elevated that would resonate with enterprise knowledge workers while standing apart from every competitor in the space.
The Problem
The document AI category is visually indistinguishable. Every competitor uses the same dark backgrounds, purple gradients, and abstract technical imagery. None of them show the actual product. None of them feel human. The brief called for three genuinely different creative directions — not color variants — that each solved the humanity, paper/digital, and product themes in a distinct way.
Three Directions
Direction 1 — Pixel Intelligence:
A deeply minimal grayscale foundation paired with pixel art iconography. Documents are black and white — the brand mirrors that world, making the product UI the color moment on the page. The pixel icons reference the old world of paper and filing that the platform is actively replacing. Typefaces: SF Pro Text and IBM Plex Mono — human readable meets machine precise.