Brand Identity · Web Design · 14 Pages · 6 Weeks
Role
Head of VisualOS GrowedIn Digital
Brand identity creation (logo, color system, typography), UI design, custom illustration system, stakeholder coordination
Key Outcome
Built complete 0-to-1 brand for agentic AI platform—14 pages + custom illustration system
Positioned KnackLabs as futuristic industry leader targeting B2B enterprises with cohesive visual identity
Client & Context
Custom Intelligence Agents by Design
Provides agentic AI solutions for enterprises—autonomous AI agents that plan, reason, and execute complex workflows across business operations
The Problem
No brand foundation — Startup required complete visual identity from scratch to establish enterprise credibility
Unclear positioning — Agentic AI is emerging category—needed differentiation from general AI/automation tools
Complex value communication — Technical product required accessible visual storytelling for non-technical enterprise buyers
Goals
Create premium brand identity — Design logo, color system, typography that positions KnackLabs as futuristic industry leader
Build comprehensive web presence — 14-page website explaining agentic AI capabilities with custom illustrations
Enable sales operations — Design presentation decks and social media assets for enterprise outreach
Research & Discovery
Market Context
Agentic AI landscape in 2025:
Emerging category — Agentic AI (autonomous agents that plan and execute tasks) differs from generative AI (prompt-response models)—market education required
Enterprise positioning — Leading platforms (Bynder, Salesforce, Adobe) positioning agentic AI as "new operating system" for marketing and operations
Visual trends — Most AI platforms use dark mode, tech-forward aesthetics—risk of appearing inaccessible to enterprise decision-makers
Opportunity — Sophisticated, premium visual identity with custom illustrations could differentiate KnackLabs as enterprise-grade solution vs. developer tools
Stakeholder Alignment
Conducted extensive collaboration with founder across 6-8 weeks to define brand direction and positioning:
Founder Collaboration
Established positioning: Industry-leading agentic AI provider for B2B enterprises (not developer-focused tool)
Defined target audience: Enterprise CTOs, operations directors, AI transformation leaders
Aligned on visual direction: Futuristic, premium, sophisticated—avoid consumer/playful AI tropes
Confirmed technical messaging: Autonomous agents, multi-agent orchestration, enterprise integrations
Content Team Coordination (GrowedIn Digital)
Co-developed messaging architecture emphasizing "custom intelligence" and enterprise-scale autonomy
Structured homepage flow: Problem (manual operations) → Solution (agentic AI) → How It Works → Industries → Proof
Created reusable copy templates for service pages, case studies, technical documentation
Development Handoff
Coordinated design-to-dev workflow for 14-page site build
Ensured custom illustrations maintained quality across breakpoints
Established component library for future page expansion
Outcome: Iterative feedback cycles with founder—validated design direction with user data and positioning research throughout 6-8 week timeline
Brand Identity Development
Visual Identity
The Logo system features geometric "K" symbol with network nodes representing intelligent agent connections:
Primary Palette
Deep Forest Green (#0C3529) — Sophistication, growth, intelligence; primary text and dark backgrounds—differentiates from blue-dominated AI market
Mint Green (#3BBF7D) — Innovation, clarity, modernity; accent color for CTAs, highlights, and UI elements
Charcoal Black (#1A1A1A) — Premium positioning; used for strong contrast and hero sections
Rationale:
Dark green base establishes premium, growth-oriented positioning—avoids tech-commodity blues while maintaining enterprise credibility. Mint green accent adds innovation signal without appearing playful. Extensive grayscale palette enables precise hierarchy across 14-page site.
Typography
Typography system emphasizes geometric precision and enterprise professionalism—selected fonts deliver technical credibility while maintaining approachability for C-suite audiences.
Home Page Design Evolution
Challenge: Founder needed to balance futuristic positioning with enterprise credibility—early designs too "tech-forward" risked alienating conservative C-suite buyers.
Solution: Adjusted illustration style from abstract AI visualizations to human-centric agent representations—showing people collaborating with AI agents rather than pure technology diagrams. Softened color palette intensity (reduced neon accents, increased muted greens) to convey sophistication over innovation shock.
Outcome: Final design system approved after 3 major iteration cycles—successfully positioned KnackLabs as premium enterprise solution without appearing inaccessible to non-technical decision-makers.
Delivered Outcomes
Complete 0-to-1 brand creation — Logo, color system, typography, custom illustration library established from scratch in 6-8 weeks
Comprehensive web presence — 14-page website with custom illustrations explaining complex agentic AI concepts to enterprise buyers
Sales enablement — Presentation decks and social assets empower KnackLabs team to conduct enterprise outreach without designer involvement
What Worked
Custom illustration system as differentiator
Investing time in modular illustration components paid dividends—enabled visual storytelling across 14 pages without creating one-off graphics for each concept
Enterprise-focused color palette
Dark green positioning successfully differentiated from blue-saturated AI market while maintaining premium credibility for C-suite buyers
Founder iteration cycles
Weekly design reviews with founder—validated visual direction against enterprise buyer personas—caught "too tech-forward" risk early enough to refine illustration style
What I'd Improve
Earlier buyer persona validation
Would conduct 5-7 interviews with target CTOs/ops directors in Weeks 2-3 to validate illustration style resonates with enterprise buyers—reduce reliance on founder proxy feedback
Phased illustration rollout
Could've created 3-4 core illustrations in Week 2, validated style, then built full library—current approach (full library upfront) risked larger revisions if style missed mark
