AdSapiens is an ad-tech company platform powered by their proprietary AI, Lorenzo. I created the visual identity working with their team and built their website using Webflow.

The goal was to build a visual identity for the brand that stood out from the typical AI/tech industry trends, steering away from those omnipresent purple/blue gradients and the overused Inter font, to develop a friendly and approachable brand world. The project aimed to establish a cohesive and engaging brand that highlights their advanced technology in a welcoming and accessible manner. This involved creating a dynamic logo, a versatile mascot, a vibrant and unique colour palette, and clear typography guidelines, all of which were integrated into a responsive and interactive website design.

My favourite element of the branding is, obviously, the friendly little AI sprite, Lorenzo. The strategic aim with the creation of a mascot was to personify their AI, making it more relatable and engaging for users. Previously, Lorenzo was only an internal name, and the introduction of a mascot aimed to give the AI a more tangible and approachable identity – you can add Lorenzo on LinkedIn where he holds the position of CAIO (Chief AI Officer).

The visual identity for AdSapiens was centred around the following key elements:

Logo and Icon: The primary logo and wordmark were meticulously crafted, ensuring a consistent look across various applications. The icon, featuring Lorenzo, serves as the main symbol representing AdSapiens and its software.

Mascot: Lorenzo, the mascot, evolves in complexity depending on its use, adding a dynamic and engaging element to the brand. The mascot can animate from a simple icon to a more detailed character, used sparingly to draw attention.

Colour Palette: These were chosen from an existing palette and updated, modified for vibrancy and contrast, ensuring accessibility and legibility.

Typography: The primary fonts used are NaN Metrify for body copy and headings, and Recoleta Alt for highlighting key elements such as Lorenzo's name. As a Google Fonts alternative, Libre Franklin, is included in the guidelines, for use in internal documents where necessary.

The website design in Webflow focused on creating an intuitive and visually appealing user experience. Key aspects of the design included:

Interactive elements: Incorporating animations and interactive elements, particularly with Lorenzo, to engage users and highlight the AI capabilities.

Visual consistency: Maintaining visual consistency with the brand identity guidelines, including the use of the specified colour palette, typography, and iconography.

You can see the original version of the site here.

The AdSapiens branding and website design project successfully established a strong, cohesive visual identity that reflects the innovative nature of the company's AI-driven solutions. The use of Webflow allowed for a flexible and dynamic website that effectively communicates the brand's message and engages its audience.

"I love working with Max. Every design and branding challenge we have ever worked on has been an absolute joy. His enthusiasm for creative differentiation, knowledge of colour, shape and movement and natural quick wit come together to enable him to deliver really magical stuff. Couple this with his enthusiasm and technical chops with Webflow and you're onto a winner! He's adept at integrating into existing teams - I've worked with agencies a lot and sometimes there can be a clash. Not with Max though; he brings a team-playing, jovial demeanour. Genuinely cannot wait until the next time we get to work together." Mitch Richards – Growth, Revenue Operations & GTM‎‎‎‎‎ Strategy

"Max is an exceptionally talented Creative Director who brought a fresh and impactful brand identity to life for our product launch. His ability to think strategically across multiple channels ensured the branding resonated on every platform. He efficiently delivered a complete brand identity while simultaneously developing our new Webflow website, all on time and within budget. I can't recommend him highly enough for his creativity, professionalism, and seamless execution." Sarah Aird-Mash – Chief Marketing Officer - Global VP of Marketing. Next Generation AI for Marketing. Ex-Google, Ex-eBay