Standard Ai
Bringing a human touch to a vision intelligence brand
Together with Standard Ai, we began by story-mining as a way to bring the brand to life through the personalities of the founders. From there we were able to create the through lines from the business strategy to the messaging, voice & tone, and the visual pillars. We developed a perspective that spoke to visual intelligence—with a preference towards stark visual contrast—creating a future forward but timeless look.
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The jumping off point was an idea—that vision intelligence created a new experience—one that freed owners and customers from old paradigms
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We wanted to capture the magic in the moment when you pick something off the shelf—and it’s yours
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The founders had a strong attraction to contrasting black and whites and wanted to pay homage to the historic blue brand color—while also building out the palette for broader usage. After deciding to keep the Standard Ai name, we created a bold wordmark that carried strength and stability, with a nod to the overhead camera technology within the lettermark.
By pivoting away from a “technology-first” message, Standard Ai was able to focus on how they take the consumer spaces we are all familiar with and transmute it from transactional—to a more interpersonal experience— reshaping the face of retail and creating the new standard.
Responsibilities
Art Direction
Graphic Design
Team Management