Building magical AI applications
Pi Labs enables software engineers to build, score, and optimize AI tools. All they need to get started is domain knowledge of their field.
Pi Labs is driven by a mission to enable any developer to optimize their AI applications. Through a set of easy-to-use tools and loops, they can easily build, tune, and optimize their AI models with detailed performance insights. Driven by a mission to turn “good AI” into “magical AI”, the Deep tech startup was in need of strong branding that conveys progress, innovation, and a pinch of magic. We started with a powerful visual identity which we then translated into a “magical” website.
Concept & Strategy
The branding concept of Pi Labs is based on the first part of the startup’s name: “Pi” (π). 2·π·r is the circumference of a circle, hinting at the feedback loops in developing AI with Pi Labs’ toolkit. As the startup founders said in our discovery call: “Like the best AI-engineered stacks, circles don’t have a start or an end, they just… loop!” Taking the loop concept one step further, we created a progressive, accessible, and bold brand identity with circular, intersecting circles, symbolizing infinite optimization, much like a gyroscope that finds stability through motion.
Imagery
Photography is a key element of the tech brand. It serves as the counterbalance to the tech-heavy, AI-driven visual identity, humanizing the brand and bringing it closer to the users. Pi Labs’ images stand out with glass reflection effects and vibrant brand colors, focusing on diversity and inclusion. The composition and styling reflect a refined and contemporary aesthetic, blending sleek fashion with a cinematic atmosphere while lighting and framing emphasize sophistication and attention to detail. Hues similar to the brand colors connect the photos to the brand. The use of dramatic shadows, reflections, and soft gradients creates a sense of introspection and mystery. Pi Labs’ abstract images are centered on an abstract rotating object, similar to a gyroscope.
Illustration
The tech startup’s brand shapes are based on the concept of circles, in this case representing a gyroscope of data—a gyroscope is a device used for measuring or maintaining orientation. The shapes are complex databases in constant loops. For Pi Labs’ website, we created a simple process animation that shows the flow from the developer’s idea to the creation of “Magical AI”. This animation allows the user to grasp Pi Labs’ functionality and the intersection of their proper domain knowledge and the Pi Toolkit at a glance.
Website
One of the highlights of Pi Labs’ website is its above-the-fold section. The subtle animation changes according to the movement of the cursor, going from unorganized patterns to circles and loops. Those patterns made of dots are present across the entire landing page, creating the brand shapes and engaging the user until the prominent footer. By alternating the backgrounds from dark to light shades, we give structure to the landing page and help the user navigate. The scroll animation of the process flow brings another eye-catching element and explains the functionality of the Deep tech product.
Communication
Pi Labs’ brand is progressive, accessible, and bold at every touchpoint. From the UI design system to social media material, by defining rules and providing guidance for their brand application, we ensure a sleek and modern identity. The focus lies on clean layouts with eye-catching accent colors and shapes, perfectly combining with people photography.
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