Pathfindr helps organisations turn AI strategy into practical capability, working with leaders and teams to embed AI across their business. Pathfindr wanted to evolve its identity into something more distinctive, contemporary and human, while retaining the credibility needed for a business working in AI. I developed a refreshed brand identity and visual system designed to work across digital, presentations, communications and future product offerings.
Client: Pathfindr
Brand identity / Logo design
The identity centres around a distinctive organic mark, designed as a more human expression of AI. Its imperfect circular form suggests exploration, movement and continuous evolution, while the contemporary wordmark brings clarity and confidence to the system. A broader visual language was developed around the identity, including colour, typography, graphic elements, imagery, iconography and flexible layout principles. Together, these created a cohesive system that could grow with Pathfindr while allowing different areas of the business to retain their own character. The result is a brand that feels intelligent and progressive, but still approachable and grounded in the people at the centre of the technology.