A cohesive brand system for AssemblyAI
André Cândido
Turning code into clarity for AssemblyAI
AssemblyAI builds cutting-edge speech-to- text and speech understanding AI for developers and businesses. Their technology powers transcription, realtime streaming, and advanced audio analysis, but exists primarily as code, requiring visual design to communicate its capabilities clearly and consistently.
The main challenge was making a code-driven product tangible and approachable. The brand existed in a transitional state, with inconsistent visuals across web, product, and marketing touchpoints, and the team needed flexible, scalable systems to produce assets without losing cohesion.
I established a unified visual language across the brand, creating a flexible demo interface to visualize the API, refreshing the website, designing launch campaign videos, and building adaptable blog and ad templates. Across every touchpoint, the designs balance clarity, structure, and expressiveness, making AssemblyAI’s advanced technology tangible, memorable, and approachable.
Brand Audit
At the start of my collaboration with AssemblyAI, the brand was in a transitional state. Some pages reflected a newer design direction, while others still relied on the old system. This mix created visual inconsistency, making it difficult to scale marketing efforts efficiently, and highlighted an opportunity to create a stronger, more cohesive brand system for the company moving forward.
Process
AssemblyAI’s technology exists only as code, with the final platform being always on their client’s branded environments. Creating a demo interface was paramount to showcase the full range of features and potential of AssemblyAI. I explored multiple concepts, iterating on design and layout to make the API’s capabilities tangible and easy to understand.
Bringing order to chaos guided the creative approach. Structured, precise elements represent raw data, contrasted with soft, layered gradients that convey human understanding. This visual language brings clarity, rhythm, and meaning to key AssemblyAI features, including Speaker Labels, Summarization, Sentiment Analysis, Word Timings, Topic Detection, and PII Redaction.
It's been an absolute pleasure being able to work with André. His focus on craft and attention to details helped level up the AssemblyAI brand in a matter of months. Not only are his design skills top-tier, but his communication and personable qualities make him very easy (and fun) to work with.
Rodney Manabat, Design Lead at AssemblyAI
Website
The AssemblyAI website received a full refresh, aligning all pages with the updated brand. The creative direction from the demo interface—grids, layouts, and gradients—was expanded across the site, creating a cohesive, consistent visual experience while clearly communicating the company’s capabilities and value.
Product Pages
The product pages showcase AssemblyAI’s three core offerings: Speech-to-Text, Streaming Speech-to-Text, and Speech Understanding. The design expands the brand’s color palette, giving each product two primary colors and a gradient that links them. This approach continues the theme of transforming raw complexity into ordered meaning, while giving each product its own distinct identity.
Speech-to-Text turns audio into precise, structured text. Its purple-to-pink gradient mirrors the transition from raw sound to clear language, balancing technical accuracy with expressive nuance.
Speech-to-Text turns audio into precise, structured text. Its purple-to-pink gradient mirrors the transition from raw sound to clear language, balancing technical accuracy with expressive nuance.
Speech Understanding interprets context, emotion, and themes. The green-to-blue gradient reflects this depth, blending analytical structure with human insight for richer meaning.
Blog
The blog demanded flexibility to match the fast pace of the content team. I designed a set of custom templates for recurring themes, where grids, UI bits and pieces, and gradients extend the brand’s visual language. The result is a system that flexes easily yet stays aligned with the wider creative direction, while enabling quick turnarounds.
Paid Ads
AssemblyAI’s paid media was designed to perform across the funnel while carrying forward the brand’s visual language. Top-of-funnel ads use bold gradients and concise messaging to capture attention and build awareness, while retargeting ads highlight product features with structured layouts, driving engagement and conversion while maintaining a consistent, cohesive look.
Launch video
I designed the launch video for Universal-Streaming, AssemblyAI’s ultra-fast, ultra-accurate streaming speech-to-text model for voice agents. The video uses a dynamic gradient sphere as a metaphor for the voice agent, translating complex performance metrics like low latency, superior accuracy, and intelligent endpointing into a visually engaging narrative.
Every micro interaction was carefully considered. Here a chat message transforms into a speech line.
The video was designed by me, art directed by Rodney Manabat, motion design by Daniel Prayogo, and the sound design is by Daniel M. Petersen. Watch it here.
Credits
assemblyai.com
All content: ©2025 AssemblyAI
My role: Visual and Web Design
Collaborators on AssemblyAI's team:
Rodney Manabat, Design Lead
Delaney Hertlein, Director of Growth & Demand Generation
Madison Bernstein, Sr. Product Marketing Manager
Kelsey Foster, Content Marketing Manager
Meredith Rauch, Sr. Paid Acquisition Manager
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Posted Oct 9, 2025
Unified AssemblyAI's brand visuals, creating a cohesive design across web and marketing.
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