The ChAI brand system uses a series of dotted elements that follow an underlying grid.
This marque has been designed to adapt and change in a dynamic fashion to give the impression of an ever-thinking, ever changing identity with AI-like intelligence.
The ChAI marque’s graphic look is driven by the notion of data and AI techniques that give weight to each input based on their value.
The brand identity thrives on movement and recognisability through its orange accent.
ChAI uses only aerial photography in its brand - creating interesting, beautiful and dynamic shots that encourage closer inspection.

Chai

Brand identity, 2019

ChAI is an London-based company harnessing the power of AI to create a forecasting tool for commodities. Lead by founder and CEO Tristan Fletcher, I have lead the brand identity for the startup since its inception. The identity itself is designed to adapt and change in a dynamic fashion to give the impression of an ever-thinking, ever changing identity with AI-like intelligence.

Fox Rogers – Design & Art Direction