Overview
Approach
Wrote down the style that already existed, so it stopped being a matter of interpretation
Produced the collateral ourselves first, digital and print, so the rules were proven before the team inherited them
Rebuilt the website on the same system, including the Startup Program landing page
Ran it through on-site production at the venue, where a system either holds or fails in public
Held creative direction and QC next to their internal team, so they learned the system by using it
Rainy
Head of Design
Asia's largest AI gathering, 10,000 attendees
The Call
When a brand isn't working, the standard answer is to rebrand it. It's a bigger project and it's easier to show.
SuperAI didn't need that. The style already existed and people already recognised it. It just wasn't defined, so nothing could scale.
We built on what was there. We wrote the rules underneath the look they already had, then made it hold across the website, the sponsorship prospectus, print and signage.
It means there's no new logo to show. What they got instead is a brand their team can run themselves.
