This is a visual identity created by Mouthwash Studio in collaboration with Brand.ai. Brand.ai is an AI platform that aggregates brand strategies, guidelines, and campaign materials, which the team utilizes to create content. For the 2025 project, the studio reflected how the product connects various materials and utilizes them according to the situation in the movement and transformation of the symbol.
The studio has developed a dedicated tool for creating symbols. This tool allows for the creation of multiple versions of a symbol that follow the same design rules. The newly created forms accumulate in a library and are used across various touchpoints of the brand. Even if different forms are used for each medium, they are perceived as interconnected graphics because they share the same rules.
The rules for creating symbols extend to the graphics of the entire screen. Individual elements are arranged broadly like constellations to introduce product features or express information abstractly. On the website's homepage, symbols move in response to surrounding images and media. Movement also appears when the mouse hovers over the menu.
Mouthwash Studio handled creative direction and digital and motion design. Serious and Dly contributed to UX, Nicolas Ardelle of Cult Commune to 3D rendering, and Rafa Kobiela to development. Ben Mingo released a video of the generative branding system in action on Instagram.
See more and sources
https://mouthwash.studio/project/brand.ai
