Pienso
Visual identity refresh, tone of voice and website for a pioneering AI company that empowers businesses to build, implement, and train custom language models without coding, while embodying Bauhaus philosophy, and honouring its MIT roots.
With their experience in designing for the AI industry, Pentagram drew on Pienso's unique position—occupying the sweet spot where humanity, technology, design and functionality meet.
Pienso's AI interface is designed to be highly adaptive to its users and their field of knowledge. It's a playbox of Lego blocks to be assembled in ways that best suit the functional goal.
At the heart of the brand is a visual narrative that tells the story of Pienso's product features manifested as interchangeable modular tools, represented by simple geometric blocks in the vibrant brand colours.
Both the typographic and brand colour palettes balance their referential legacy with a directness and freshness relevant to Pienso's forward-looking vision.
At its core the identity is stripped-back, but results in a bold and purposeful design that challenges the notion that AI is just 'black-box magic'.
To demystify Pienso's technology, it was important to showcase real-life use cases, using branded diagrams and extracted product visualisation throughout the case studies.
The Pentagram team created an imagined 'Pienso workshop', a fictional space that grounds the vibrant blocks in a realistic, tangible environment.
Pienso's design-led approach is an almost rebellious push towards progressing AI. It emphasises genuine understanding of data, by giving industry specialists the tools to create models, elevating users above technocrats.
The new brand highlights a purposeful connection to Pienso's origins, enabling the company to transition smoothly to the next stage of its development and push its pioneering work even further.
