Ilies AllaliThe full identity of an AI platform
Built from scratch, with its site and product interface, at the moment decision-makers trusted AI least.
Branding from scratch, website and product interface for UtopikAI, a platform that puts AI models to work for teams. Designed at the moment decision-makers trusted AI least.
The context
UtopikAI connects AI models to a company's productivity tools: specialised assistants, a prompt library, a workspace per project. The engagement came through my network at the very start of the AI wave, with a complete scope: create the brand from scratch, the site, and the product interface. At the time, decision-makers' distrust was real: where the data goes, what GDPR allows, what you risk by kitting yourself out too early.
The problem
The AI market's reflex was to pile it on: purple gradients, particles, futuristic imagery. Exactly what feeds the distrust. A company selling AI to cautious enterprises has to do the opposite: look like a serious work tool you can put in front of your board, not like a science fiction demo.
The identity
A charcoal grey close to black carries security, confidentiality and reliability: the answer to the fear is set in the colour before the words. Against it, a warm orange humanises and directs attention. No tech blue, no AI purple. Plus Jakarta Sans for a legible modernity, a discreet dotted grid for technical rigour, and three values that frame everything: simplicity, stability, harmony. All of it documented in a set of brand guidelines.
The site
The site's bet rests on a constraint I set myself: no computer-generated imagery. Every page shows the real product screen, never a metaphor for artificial intelligence. That is harder to hold than to decide, because the interface has to be presentable at every stage, and it was not always. The rest follows the same logic: cream ground rather than futuristic black, orange on a single word of the headline, one sentence saying what the feature does before showing how. A decision-maker landing on the agents page should be able to project it in a meeting without looking like they are selling science fiction.
The model catalogue
In this market prices are not published, they are asked for in a sales demo. The decision here was the opposite: every model is public, input price and output price, per million tokens. Except those rates move every month. Freezing them in Webflow means a wrong table within weeks and a transparency argument that turns against the brand. So I built a small service deployed on Vercel that pulls the providers' rates by API and feeds the page live. The promise holds on its own, without anyone maintaining a table by hand.
The product
Beyond the site, two pieces of product work: a UX audit of the existing application, then the mockups for a new interface. A workspace per project, specialised assistants, a prompt library, model choice in one click. Light mode, orange accents, calm hierarchy: the same identity from the logo to the chat screen. The aim was for the AI to feel like a well-equipped colleague, not a black box.
The result
A brand coherent from the logo to the interface, rolled out on the Webflow site with a journey built for cautious decision-makers, and delivered with its guidelines so the team can keep it alive. Positioning, identity, site and product, in one piece.