2025-2026
Bridging tech innovation with human connection through fluid systems.
NovaFlow was a pre-launch AI startup specializing in enterprise workflow automation ("Automate the Everyday"). The challenge was to define and launch a brand that could communicate trust and technical sophistication to large enterprise clients in a nascent market.
Comprehensive brand identity, visual system, and scalable design guidelines. My Role: Brand Strategy, Concept Development, Visual Identity Design.
NovaFlow at its heart is about communication
The primary goal was to create an identity that simultaneously symbolized the "invisible dialogue" between human intent and autonomous machine action, while being robust and scalable enough to appeal to both agile startups and conservative global enterprise clients. The visual system needed to be simple, durable, and easily adapted across digital and physical touchpoints.
I based the core identity on the A-Type Movement—an experimental typographic approach—to ensure every visual element was built from pure, logical geometric modules (circles, arcs, vertical bars). This decision achieved three key outcomes:
1. Scalability
The system is infinitely modular, ensuring legibility from favicon to large-scale animation, minimizing asset creation debt.
2. Conceptual Clarity
The modularity explicitly represents "Adaptive Automation" and "Continuous Flow"—key value propositions for the enterprise automation ecosystem.
3. Visual Differentiation
The dynamic and fluid nature of the mark helps the brand stand out in a crowded, often-static B2B tech sector.
