AI Identity Design & Event Branding
Automation is at the core of every Brex product. To establish Brex as an AI powerhouse, we developed a unique AI identity system as extension of the existing brand system, which debuted at the Brex AI x Finance Summit in September 2023.
Role: In-house Design Manager
Developed in partnership with Studio Freight
This identity extension marked the first time Brex iterated on its logo. We chose an AI “tag” at the end of the Brex name in favor of making any adjustments to the flag logomark.
AI Logo
→ Logo exploration
The extended color palette had to pair well with core Brex orange, so we looked no further then the opposite end of the color spectrum. We choose a range of blues that felt vibrant and fresh while remaining trustworthy. We also chose to integrate a teal color into the mix as this had previously represented automation in our marketing collateral. This became a bridge between the general Brex and AI palettes.
color palette
A series of 3D renders inspired by the Brex flag logomark served as our core visual assets, representing how AI is woven into every layer of the Brex platform.
They were designed to make a powerful impact as stand alone assets, create movement as background textures, and compliment UI screens both in and outside the product.
artwork
lightmode
darkmode
digital application
Event application
Brex Assistant
Introducing
Brex AI represented the automation primitive of the platform, as well as a new feature of the mobile app. Users could now get help with their expenses, understanding their spend policies, and analyze spend trends all from their dashboard with the help of Brex Assistant.
Creative Team
Sojin Kim
Josephine Law
Latham Arnott
Steve Fan
Heather Hale
Minou Sinios
Taylor Whitfield
Abby Landers
Pietro Schirano
Ammaar Reshi
Matt Bango
Agency Partner
Studio Freight
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