In July 2025, French entrepreneur Nick Hernandez founded the AI operating system startup Joofy, which unveiled its unique brand identity ahead of its full-scale market entry. Through this project, branding agency How & How presented a new visual system that combines the precision of AI technology with artistic imagination.
Joopi is an AI-based decision-making operating system created to solve the decision-making paralysis experienced by rapidly expanding companies. The system learns the user’s work habits and corporate culture to help with strategic judgment, and is designed to help leaders regain control and make balanced decisions in complex business environments. How & How utilized both sculptural symbolism and surrealist aesthetics to visually implement this brand philosophy.
The logo design is inspired by Auguste Rodin’s sculpture The Thinker. Beyond simply sitting and thinking, it has now been reinterpreted as a character standing on two legs, making decisions and moving forward. The symbol of two legs with a face symbolizes simplicity and active movement, and is a metaphor for the process in which artificial intelligence converts the user’s judgment into actual action.
The brand’s visual language is built around illustrations reminiscent of René Magritte’s style. These illustrations metaphorically represent the challenges leaders face: tightroping complexity, regaining control, and strategic alignment. The images, with their soft movement, emphasize the surreal yet practical nature of the brand.
