Branding
Software development
Website, Merchlines, Presentations
2024
Corporate Branding for Ai company
AI company brand identity case, including merch lines, website and marketing materials
Templates of case
in development still🫨
..But u can find this all cases on my dribbble and Be
Artem C
Designer
Year
2024
Client
iFortex
Category
Branding
Application
Website, Merchlines, Presentations
Industry
Software development
My role
Digital Designer
Overview
iFORTEX is an IT company focused on computer vision, machine learning, and software development. The goal was to move the brand away from a soft, “startup” look toward a high-tech visual language: a dark palette, a neon accent, a robotic key visual, and a coherent design system. The scope included logo and typography redesign, a full brand book, a multi-page corporate website (services, expertise, careers, contacts, and more), a suite of marketing assets (banners, roll-ups, brochures, a large slide deck), merch, social media art direction, and an internal portal on Google Sites — all supporting bilingual delivery and a single case logic: detailed on the site, short in slides, and visual-first in social.
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Challenge
The old mark and surrounding visuals felt too soft and startup-like for a company that sells CV/ML expertise and quality engineering. The brief called for a tighter, more technological identity with a recognizable key visual and a system that scales across web, print, presentations, and merch without breaking. The scope was ecosystem-level, not a single touchpoint: two languages and multiple formats (site, decks, social).
Solution
The answer is a sci-fi / cyberpunk-lite direction: black base, acid/mint neon green accents in UI, Michroma-based typography with Cyrillic extension and Neue Montreal for calmer body/UI text. The logo was tightened (geometry, spacing); recognition was preserved (including the accent dot on the “i” as brand heritage). On top: a design system — grids, HUD lines, arrows, patterns — so the site, slides, and offline materials feel like one world, not random templates.
Visual territory
The mood is dark stage, diagonals, neon, glass, and metal — not generic corporate flat, but tech-noir. This frame sets the rules for photography, 3D, and UI: contrast, one strong accent, premium engineering energy.
System across channels
The process was end-to-end: lock identity and components in the brand book, then roll them into the multi-page site (a major impact driver), in parallel into presentations and marketing collateral, plus an internal Google Sites hub. That shows scope: this isn’t “logo + business card,” it’s a branched, repeatable system with bilingual rollout.
Identity & typography
The wordmark is built on Michroma with tuned spacing and character; Cyrillic is production-ready with kerning. The secondary grotesk keeps UI and long copy readable. The tone is brutalist clarity — no decoration for decoration’s sake.
Corporate website
The site is the main proof: many pages, one system (lines, brackets, glow, “slab” buttons), clear hierarchy, and consistent brand from hero to form. Mention before/after if you can show the old site next to the new one.
Merch & applications
Merch follows the tech aesthetic and recognizable brand lines. Because of how the company uses logos, marks sit mainly on the back — the front stays cleaner and more “engineering.” On the back, a cyberpunk-style “battery” charge metaphor and a line about keeping your “coffee tank” topped up — a human, ironic nod to high-load IT culture.
Back as a “device panel”: battery, warning copy, stats (Creative on, Days without code: 0) — the robot / HUD line.
Chest: DIGITAL WORLD CREATOR + square arrow + hatching — minimal front without a loud logo.
Same DNA: dark body, white/green print, recognizable mark or line from the system.
Tote — large canvas for lines and arrow; pen — small-scale test of mark and accent.
Marketing & internal touchpoints
Offline and digital marketing share grids, typography, and the same green accent; decks and posts reuse the same moves as the site. The internal Google Sites portal is part of the same story: the brand lives inside the company, not only outward-facing.
Design Decisions
Key calls: dark base for premium focus; one loud accent instead of many colors; Michroma + neutral grotesk for character vs. readability; HUD metaphors (grids, status, “battery”) linking ML/AI product story to visuals. Logo redesign shifts toward high-tech brutalism without losing recognition.
Results & Impact
The company gained a coherent brand with a strong key visual and a design system to grow new touchpoints. There is now a branched marketing ecosystem in two languages: cases and expertise are deep on the website, compact in slides, and fast and visual in social — plus print, merch, and an internal portal. In scope and consistency, the project reads at art-direction level: system-first, not one-off hero shots.
The client came with a fragmented visual identity that didn't communicate the premium positioning they were aiming for. They needed a brand that felt both architectural and human, conveying trust without being cold.
Eugen L
Founder
Open for fulltime job and B2B collabS
artem c
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