This is the new brand identity for AI creative tool startup Fuser.
Brand design studio Hex proposed an approach that directly addresses the incompleteness of AI creation during Fuser's brand building process. The system, which centers on the process of ideas overlapping, evolving, and leaving traces, combines simple elements to express the creative flow in a multi-layered manner.
Fuser is an experimental language and creative workspace centered on the fluid and evolving process of ideas. The company focuses on empowering creators to leverage cutting-edge AI technologies while avoiding the "sloppy" approach of producing everything at once. It embodies the philosophy that the middle ground of the creative process is where the real magic happens.
The core of the brand is the concept of embossing. Embossing is a simple visual representation of the traces of an idea. Fuser's logo and icon system reflect the fluidity of the creative process, moving through various dynamic states. Developed with a focus on strategy and direction, art direction, and visual identity enhancement, the brand naturally captures the evolving sensibility within an organic flow.
The website design and UI illustration motion work were created to emphasize Fuser's pursuit of a fluid product experience. This involved extensive experimentation with organic interfaces and the integration of brand systems with functional diagramming languages. Scalability was demonstrated by building a modular system based on simple, atomic elements, offering a vast range of expressions.
