Beyond the AI Aesthetic: Evolving Adler
A new visual identity and digital presence for an AI-native creative agency.
Role: Creative Director · Scope: Creative Direction, Brand Evolution, Art Direction, Digital Design, Interaction Direction
The Starting Point
Adler already had a recognizable identity, but its visual language had not yet developed into a cohesive system. As Creative Director, I defined the next evolution of the brand across its digital presence, establishing a clearer point of view across typography, color, composition, interaction, and motion while retaining the elements that were already distinctly Adler.
The direction moved away from familiar AI and technology conventions toward something more editorial, confident, and flexible enough to support the agency as its work and positioning evolved.
From Launch to Evolution
The initial redesign established the foundation of Adler's new digital direction. Subsequent explorations expanded that foundation into a broader visual and interaction system, pushing the identity further as the agency evolved.
New Directions
Two newer concepts: a checker-based system, and an image-led direction where the mark grows as you scroll.
V3 - Checker System
V2 - Image Led
The thinking, alternate directions, and creative testing behind the final system.
Full project available on request. Get in touch.