About the project
The client is developing collaborative AI tools for small businesses and entrepreneurs, needed a brand that reflected their progressive values—innovation, transparency, collaboration, sustainability, and equity.
Their mission was to decentralise access to AI by building a platform where users could contribute to and benefit from shared intelligence—tackling growing concerns around Big Tech monopolies. The aim was to create a brand that felt trustworthy, intelligent, and forward-thinking, while remaining human and accessible.
The solution
Following a detailed brand strategy process, I worked closely with the client to define their positioning, core values, audience, and tone of voice.
From there, I explored several creative directions before developing an identity that visually communicates the idea of collective knowledge and shared innovation. The logo mark subtly forms the letter C, while also representing user input and output in a dynamic, circular flow. The chosen typeface—Gilmer—paired with a calm, modern colour palette, brings a sense of clarity, confidence and inclusivity. The brand messaging was carefully crafted to feel empowering and transparent, deliberately avoiding corporate jargon.
Results
The result is a distinctive and purpose-led identity that sets CommonAI apart from typical tech branding.
With a flexible visual system and consistent brand voice, the identity reflects the company’s mission to build ethical, decentralised AI. It communicates a sense of openness, collaboration and possibility—positioning CommonAI as a challenger brand with a bold vision for the future.
