Founder · Creative Director
Neural networks, abstract data streams and similar motifs have become quite established, and if you’re not careful they bring a lot of baggage with them.
For a brand that sits at the centre of so many different products and services, landing somewhere distinctive felt essential.
For a brand system, that duality is genuinely useful. It gives you both quiet moments and more expressive ones, which lets the identity scale across very different contexts without losing coherence.
Art&Graft collaborated with Google DeepMind to evolve the visual identity for Gemini 3, transforming it from a technical showcase into a living, responsive system. The London-based studio developed a particle-based motion language that balances sophistication with accessibility, reflecting Gemini’s role across Google’s ecosystem. The project included extensive design exploration, motion toolkits, and a flexible system adaptable across multiple contexts.