analysis
Twelve AI Brands Designing Around the Category Cliché
Suki, Robin, Cohere, Faculty, Pienso, Diffblue, Heidi, Parloa, Sierra, LangChain, Rogo, Cresta — twelve smaller AI identities that refuse the gradient-and-sparkle template.
Yesterday — Thu, May 28
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From the Blog
analysis
The Two Schools of AI Branding: Invisible vs. Magical
Perplexity, Anthropic, OpenAI, Gemini, Copilot, Apple Intelligence, Meta AI, Grok, Notion AI — the brand identities of the AI era are splitting into two opposing camps.
spotlights
Mews, MACBA, Birkenstock, and the Software You Never See | Koto, Mucho, Base Design, illo
Koto rebrands the hidden software that runs your hotel stay. Mucho reopens MACBA at 30. Base Design sells Birkenstocks for 7am and 7pm. illo makes YouTube's backstage notifications feel alive. Hello Comrade launches a protein drink with a hipster-device aesthetic, Stink makes HR funny, and Found turns a lens launch into a neuroscience film. Seven projects about the design work nobody was supposed to notice.
Earlier
Why I Started D1S1
I deleted Instagram from my phone a while ago. Too much noise, too little meaning. But I missed discovering new design work every day — that small spark from seeing how someone else solved a layout or approached a brand idea differently.
So I built a place for that. Not through algorithms or trends, but through real context and thoughtful organization.
What It's About
A structured design journal, not another feed. Each case study comes with background, intent, and tags that actually make sense.
Look up fintech branding, find a great packaging system, or study digital product interfaces — all connected, searchable, and made for professional use.
Who It's For
Art directors benchmarking and gathering references. Design teams exploring how others approach the same challenges. Students learning from real projects.
Anyone who wants to stay connected to design — without getting lost in the scroll.