Sully.ai is an AI-powered medical assistant with features like pre-visit patient symptom screening, real-time consultation support, AI-driven transcription of medical notes, and automated drafting of clinical plans.

Their webpage was full of temporary AI-generated icons, art, and graphics - all very similar and difficult to distinguish between - giving very little brand emphasis. They wanted an extensive exploration for what these could be, looking at a broad range of styles and approaches. The only certainties at this point, were that the icons must loop, and be visible in detail and from afar.

I started by looking through their website and branding for inspiration on colours, themes, and tone. From this, I developed nine 2D icons of vastly different styles, putting a few of them in motion. For a perfect reference of how they would appear to users, I laid them out as they would be seen on the page.

I rapidly produced this interactive mockup as well in Rive, to test whether 2D interactivity would be the direction.

From this initial pass of designs, dradients and a more 3D approach were appreciated by the client, so in that direction I went! We wanted more abstract, bolder shapes that would catch the eye in motion.

This was a direction the client wanted to explore more, expanding out to form a collection of all the icons needed. I took the simpler designs as a base, finding the rapid motion to be overwhelming when viewed across a whole set.

With the set sent over, they found that while they liked the shine and sleekness, the tone set by the shapes didn't quite fit their branding.

I went back to the drawing board, taking inspiration from all the designs I'd done as well as their base AI-generated art that heavily featured glass domes.

They loved this, and asked for a set to be produced using this simple bold design.

The exploration was complete! Iterating through so many options both 2D and 3D was a great challenge - especially given the time constraints of just over a week.

I delivered the set in both gif and mp4 to be hosted directly into their website landing page.

I was very happy with the designs, and it was great hearing a "no" - the wrong concepts were exciting to create (and a great excuse to play with different shapes and ideas), but in the end, they only helped the client realise what doesn't work for them.

Every "no" lead us in a more positive direction!

Please get it touch for design exploration of icons, videos and more - and I always appreciate hearing a "not this, but maybe this..."!