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the starting point for a new brand for a modern AI tax platform.
instead of looking at AI, we looked backwards. old currencies, ledgers, classical architecture and centuries-old symbols of value.
sharing the final very soon ↓
great work..
Ah yes, nothing screams "cutting-edge AI tax automation" quite like a Roman, 3rd-century denarius. Can't wait for the algorithm to calculate my deductions via stone tablet, and let me know if the enterprise tier lets me pay my corporate taxes in livestock and olive oil. 😂
haha wait until you see the stone tablet dashboard 😂
but that’s exactly the tension I'm exploring. it’s an AI product, but the subject it deals with is much older: money, value, records, trust. borrowing from familiar references to introduce something new felt much more interesting than asking “what does AI look like?”
The backward-looking reference set is such a strong route into an AI brand—it gives the identity real cultural weight instead of defaulting to tech clichés. Curious to see the final system.
Looking backwards for an AI finance brand is such a smart direction. Old currencies and classical architecture carry credibility that futuristic tech aesthetics just can't fake. Excited to see the final.
Old ledgers and classical architecture as the reference instead of chips and circuit boards is such a smart inversion, trust cues over tech cues for something people already find intimidating. I'd guess the hardest part is keeping it from tipping into dusty rather than timeless, how are you drawing that line?
Woaaaah!! That's such a cool idea. I love sytems that have something like a core idea or concept built around, they always turn out to be the best.
Looking backwards to brand an AI company is a genuinely bold instinct. Value has always looked like coins and columns, not gradients and glows. Trust reads older than tech, smart to lean into that.
I’d love to see the outcome this selection of references leads to; they look simply perfect!
Anchoring a tax product in ledgers and old currency sells trust before it sells automation, which is the harder thing for an AI brand in that category to claim.
Nice work
You are best for editorials design
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A few more pieces from my work on Sync’s identity.
The idea was to give this Greek car rental brand enough polish to sit next to the big names, with a personality of its own.
The pink was already there. I gave it more space and paired it with bold Greek typography and a frame inspired by a car’s side mirror.
Here’s a closer look at how it works across the layouts.
Great work.
“We started with just a name and some vague ideas. They left us with a brand.” That’s how our client described their experience working with us on The Growth Fit.
There was no existing identity to refine. Our job was to take an early-stage idea, understand what the brand needed to stand for, and turn it into a visual system with enough clarity and character to grow with the business.
That meant exploring, challenging our own decisions, and going back to the drawing board when something wasn’t landing well. The result was a system built around one central idea: the right fit, carried consistently through the identity, motion and brand touchpoints.
The complete project is live. If you’d like to see how the idea developed into the full identity system, you can explore the case study here: The Growth Fit
I love the colors!