Portalis
Ai
Branding
Artificial intelligence start-up, Portalis Ai, came to me to create a brand that will break through the new market and stand out from the endless new chatbots that are beginning to flood the industry. Portalis Ai creates high-quality illustrated avatars reminiscent of Pixar and Disney characters, and uses Ai to create an interactive, human-adjacent experience.
My role: Brand Designer
Research & Discovery
In doing a competitive landscape review, my goal was to discover areas of over-saturation, as well as opportunities. In this case, the Ai field has a distinct over-saturation of robot icons, greens and cool colors, atoms, and scientific imagery. Some of the opportunities I identified were warm colors, personality, dimensionality, expressiveness and organic shapes.
Moodboards & Exploration
The next step in the process is to create moodboards and align on 2-3 directions to then explore. And create dozens of logo iterations for each direction.
Zero In.
Now that I’ve gone wide, it is time to zero in on my recommendations. I ended up presenting three logo concepts for Portalis, each with it’s own unique brand style.
Refine
Through rounds of feedback with the team, we refine and refine until we land on the final identity and build out the brand guidelines, as well as sample layouts. In this case, Portalis loved the silhouette in the archway, but wanted something more geometric that read classic tech, and this is where it landed.
Partners
Todd Coleman— CEO, Portalis Ai
Dan Graham— COO, Portalis Ai