Brand strategy, visual identity and a Framer website for a design conference about putting people at the centre of AI.
01Overview
Cre8 is a conference built on one idea: design and AI together can empower people. Its aim is to put product designers at the centre of AI innovation.
As Head of Brand, I built its identity from the ground up: the strategy and messaging, the visual identity and the website.
02Process
I worked with a small core team, and I designed and facilitated a single collaborative workshop that set the brand's foundations.
03Brand & messaging
The mission is to assert the role of design in the age of AI. The core values are empathy, innovation and empowerment, in line with the themes of the parent brand.
The brand has five attitudes: urgency in its mission, clarity over exhaustiveness, provocation as a standpoint, guiding principles for mid- to upper-level designers, and the primacy of the human element.
The positioning is that Cre8 gets ambitious designers who lack tech savvy to understand their opportunity in AI. The messaging stands on three pillars, including “Design makes AI pro-human.” The tone of voice is direct, insightful and occasionally provocative, and it educates without alienating newcomers. The content strategy is articles, case studies and industry interviews meant to inspire, inform and drive action.
04Visual identity
The identity blends technological precision with organic, human creativity. The logo is minimal: a stylised flower from the floral pattern, with “cre8conf” integrated into it.
I chose a vibrant pink over red, balanced with a sunny yellow. The floral pattern stands for growth, creativity and the blend of the human touch with technology.
05Website
Early concepts ranged from avant-garde to minimal, testing grid-breaking layouts and interactive ideas.
The final design pairs minimalist tech elements with hand-drawn ones and animated floating flowers.
I built the site in Framer for interactivity and responsiveness.
06Impact
Cre8 aims to inspire designers, set a standard for future conferences and encourage ethical, human-centered AI.
07What they said
Cutting through complexity to bring the most important things into sharp focus.
Paul BryanFounder & CEO · strat.events08Credits
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