Poieto is an early-stage AI startup helping organizations implement relational AI with accessible tools, training, and ethical data. I developed a brand system that positions Poieto as a digitally optimistic, human, and pluralistic citizen. At its core, the identity reflects Poieto’s role as both a gatherer of data and a builder of knowledge, empowering communities to shape a more creative and responsible AI future.

As Poieto grew from serving individual creatives to engaging larger organizations and enterprises, the brand needed to match its sharp, product-first experience. I built a visual system that could flex across audiences. Intentional in structure yet boldly creative in spirit.

I define Poieto’s evolving visual identity, from brand system and visual language to scalable components and interactions that extended across product, marketing, and events. Collaborating with leadership, a UX researcher, and external developers, I translated complex technology into concept-driven and clear visuals aligned with Poieto’s mission to nurture collective intelligence for a creative and responsible AI future.

THE VISION
An expressive, future-focused identity, designed for the real world.

The logo distills the brand into a single mark: a stylized “p” formed from the binary 1 and 0, representing data at its most fundamental level. Its soft curves balance the rigidity of binary structure, making data feel approachable. It invites us to see data differently, as knowledge shaped by people and communities.

VISUAL LANGUAGE
Grounded in fragments, built for the collective.

Poieto’s identity is rooted in the principles of pointillism, a technique where small, distinct dots of color, when seen collectively, resolve into a larger image. Much like data itself, individual points carry little meaning in isolation, but together they form patterns of knowledge. This metaphor shapes both the visual system and the ethos of the brand: building AI that learns from living systems.

The core palette centers on black and pearl white, punctuated by deep magenta, lavender, emerald, and menthol green. At times it expands into a broader spectrum drawn from the richness of pointillist illustration, with deep earth tones and luminous brights that add depth, and vibrancy.

Evocative illustrations and information graphics extend this system, expressive yet precise, visualizing Poieto’s focus on collective intelligence. Translating living systems into optimistic, future forward depictions, these visuals highlight complexity without losing clarity. Point clusters and grid-based layouts reinforce cohesion and motion, reflecting the logic of systems thinking. For typography, Roobert, a geometric-sans, pairs with Nanum Myeongjo and DM Mono, combining technical clarity with human warmth.

BRAND TRANSLATION
An expressive, future-focused identity, designed for the real world.

From product UI to AI/ML events and sales enablement, the system unifies experiences without excessive visual complexity. To support growth and consistency across the product and marketing site, I developed a scalable component library, and custom interactions throughout the experience.

THE IMPACT
Built to scale with intelligence.

The branding positioned Poieto as a future-forward player in responsible AI, helping it grow beyond early adopters and into conversations with larger organizations. Serving across individual creatives, cultural institutions and enterprise, the brand language embodies a future where collective intelligence is accessible, human, and creatively empowering.