Work
Fractal AI
Client: Fractal AI
Service: Brand Identity Design, Brand Strategy, Design System, Logo, etc
Sector: Tech
Year: 2019
Overview
An 18-year-old AI and analytics brand undergoes a revamp of its brand identity.
We began with a notion that has always been central to Fractal's ethos. As articulated by Agent Smith in the movie "Matrix," Fractal's philosophy echoes: "Never send a human to do a machine's job." Essentially, this highlights the belief that humans possess boundless imagination and potential.
Dots of possibilities embody powerful imagination.
The brand has evolved into a realm of imagination, with three circles symbolizing endless possibilities. By subtracting drudgery and augmenting meaning, the brand expands the capacity for new human endeavors through AI-powered solutions.
Intuitive colors and a design system were employed to create a cohesive ecosystem for the various brands under Fractal.
These three circles are now being unleashed as core brand elements, brought to the forefront of the brand's identity. As the simplest geometric shapes, circles allude to multiple possibilities. This evolution has resulted in an expansive, flexible design system centered around the circles—creating a striking and bold element that is uniquely ownable in all communications.
Intelligence for imagination between pages.
A playbook was crafted beautifully with illustrations and captivating text to communicate Fractal's core to its employees and clientele. Every page was designed to emphasize the company's belief: A free mind can fly.
Outcome
A new presence
An adaptive, playful, intuitive, accessible identity that evolved with the fast changing times, usage patterns and changing times. The new identity was launched globally from February 2017 onwards and is already helping evolve Fractal's presence, both in the client world and in the talent marketplace.
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