Spherex, a pioneer in leveraging AI for the media industry, faced a unique challenge: their innovative technology was highly advanced yet difficult to communicate to a broader audience. Their core mission was to help ratings boards and production houses ensure that movies and content met the cultural and regulatory standards of global markets. For instance, they provided insights on how content could be adjusted to meet audience expectations in diverse regions, such as making a U.S. PG-rated film acceptable for a more conservative market like Singapore.

Additionally, Spherex worked with major players like Netflix and Amazon to maintain clean metadata, accurate pricing, and proper imagery for their content libraries. Their work was vital in connecting audiences to culturally appropriate content while enabling production companies to expand their reach.

However, Spherex’s existing brand identity and website failed to effectively communicate their value proposition. Their visual branding lacked warmth and human connection, which was critical given their mission to bring people closer to diverse content globally. The website's design did not resonate with their three key user personas—big tech media companies, film executives, and independent studios—and its functionality fell short of delivering an intuitive user experience.

The task was clear: distill Spherex’s complex technology into a simple, compelling narrative while creating a brand identity and website that were visually inviting, human-centric, and technologically sophisticated.

Here are some slides that I presented the team to show how I want to position them, and my development of their core and ethos.

Humanizing AI Through Warmth, Design, and Functionality

To address Spherex’s challenges, I embarked on a comprehensive rebranding effort that combined strategic thinking with creative design. The process began with deep collaboration with the CEO to fully understand their technology and distill its complexity into simple yet powerful visuals.

The new logo encapsulated Spherex’s mission: three bands representing their multimodal AI (text, video, audio) fueling a global marketplace, symbolized by a globe. This design communicated both technological sophistication and global reach. To balance the technical aspect with human warmth, I paired the logo with an inviting serif typeface and developed a warm color palette featuring cream backgrounds, vibrant blues, accented reds, and charcoal black.

Textures were subtly incorporated into the branding to reflect the diversity of global cultures. For typography, Britty Sans—a geometric grotesque font—was chosen for its modern yet approachable feel.

The website redesign focused on creating an engaging user experience tailored to Spherex’s three personas:

Big Tech Media Companies: Highlighted clean metadata management and scalability.

Film Executives: Showcased insights for maximizing audience reach.

Independent Studios: Emphasized tools for ensuring content accuracy in global markets.

Key features included:

Conceptual imagery created using generative AI (MidJourney) to simulate movie scenes while avoiding real-world examples due to confidentiality concerns.

Custom tab systems optimized for desktop, tablet, and mobile to deliver bite-sized information alongside visually striking images.

A dynamic search functionality using Jetboost that allowed instant results within the same page grid.

Advanced CMS filtering with FN Suite for seamless navigation without traditional pagination.

The visual language extended beyond product screenshots by magnifying specific app modules or metrics over conceptual graphics. This approach made technical aspects accessible while maintaining aesthetic appeal.

Before launching the website, I designed banners and trade show collateral as part of a soft launch strategy. Feedback from industry players validated the direction of the rebrand. I also created a modular style guide in Figma with live asset links and provided training sessions to ensure the team could maintain consistency across future projects.

Several technical hurdles arose during development:

Implementing instant search functionality required integrating third-party tools like Jetboost.

Filtering CMS grids dynamically without pagination was achieved using FN Suite solutions.

Generative AI imagery posed challenges in anatomical accuracy and scene composition but was resolved through meticulous editing.

The rebrand successfully positioned Spherex as a leader in AI-driven media solutions while emphasizing their human-centric mission. The new website resonated with all three target personas by blending warmth with cutting-edge technology. Positive feedback from trade shows and client pitches confirmed that the rebrand elevated Spherex’s credibility among major tech players and production studios.

Type of Work

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