Zettafleet is a London-based AI startup building a platform for training and managing large language models. The challenge wasn't simply presenting a complex product. It was building trust in technology that operates behind the scenes. Visually, we leaned into precision. A restrained monochrome palette, generous whitespace, and custom geometric illustrations reflect the systematic nature of machine learning infrastructure while creating a distinctive identity for the brand.

Great work!!

One of my first solo projects for an AI startup, around two years ago.

I worked directly with BRYO’s two founders, taking the brand from early strategy through to a complete visual system and the touchpoints they needed to start putting it into the world.

Looking back, there’s a lot I’d approach differently now. But that’s also what I like about revisiting older work. It was a huge learning experience and one of the first projects where I got to think about a brand as a whole system, not just an identity.

And the nice part: it did its job.

The brand carried BRYO through those early two-person stages, and the identity is still part of the company today as they’ve secured funding, grown the team and moved forward with a pretty ambitious vision for industrial AI.

Finally put the full case study together here ↓

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