Campaign identity
Harnessing AI
An AI mark for a company whose product is people. The lockup had to read as capability without reading as a robot.
- Client
- Sprout
- Year
- 2024
- Role
- Identity, motion
Every AI identity in 2024 reached for the same drawer: gradients, orbits, sparkles. The brief here was the opposite — make it feel like the rest of the brand, only sharper.
The mark builds from the existing leaf, set inside the counter of the A so the two letterforms carry the product idea rather than a bolted-on icon. The supporting shapes are drawn from the same radius as the core system, so it extends the brand instead of competing with it.