AXT: Brand Direction

2022

Brand Direction & Project Managing

Led a year long branding project in collaboration with design studio Hidden Figures to develop the brand identity for CJ OliveNetworks’ AI product suite. Worked closely with the CTO, CX Design Lead, Product Team, WebApp Tech Team, and individual AI product leads to:

  1. Establish overall brand strategy and direction,

  2. Structure a cohesive brand family across multiple AI products,

  3. Select final BI (Brand Identity) from three proposed options for five AI products,

  4. Direct the POC design process and ensure a smooth transition for internal teams into implementation.

AXT is a art-tech exhibition platform showcasing new media digital art and immersive exhibitions. Focusing on AI New Media Art and the intersection of art and technology, AXT operates as a multi-platform hub for creators, visual artists, and companies offering curated spaces for interactive AI based content and exhibitions, bridging the gap between artistic innovation and technological advancement.

We were looking for a visual identity that expresses the experimental and innovative convergence of art and technology, capturing this intersection through both artworks and physical spaces. AXT’s creative direction draws inspiration from themes like innovation, experimentation, gradients, and fiber, building a bold and futuristic art-tech identity.