Modular

Role: Senior Brand Designer | Agency: Metalab | Year: 2022

The Client

Modular is the next-generation AI developer platform founded by the best and brightest in the field. They are shifting the current paradigm of AI by reinventing and rebuilding the software from the ground up.

We knew from the earliest conversations that the work needed to amplify the inspiration and excitement around the future of humanity and AI’s role in that. 

The Challenge

Whilst everything in the universe begins with an atom –the basic unit of matter– in Modular’s field, everything begins with a ‘bit’–the basic unit of information. When you merge these together, you have a common visual basis that bridges both archetypes.

I felt this created a single design primitive that I could build from by becoming the unit or the module upon which everything could be constructed.

From the grid system to the logotype and visual language, it all comes from this minimal construct, represented visually as a simple square.

The beauty of this system is that it extends to a number of different shapes and provides flexibility to frame imagery, create intriguing masks, and ensure the visual language can evolve and stay fresh.