Brett Peary

FindFlow & services

A Recursive AI service for companies to help employees answer internal questions, along with related services.

Contribution

  • Branding
  • Visual identity
  • Product design

Client

  • Recursive

Dates

  • 4/2023 - 4/2024
Four logos: FindFlow with wavy blue lines, PixelFlow with pixelated squares in purple, pink, and orange, Borealis with a geometric green and blue pattern, and Zenith with a stylized purple and pink comet or shooting star icon.
UI screen with a sidebar showing past and current topics on the left, including 'Understanding For loops in JavaScript' and 'Our company's holiday policy.' The main area features options to use Docs AI, Chat AI, or Calc AI for different tasks.
UI input bar with options for Docs AI, Chat AI, and Calc AI, and a text field that prompts the user to 'Type a command or ask a question,' along with icons for settings and language in the top right corner.

Context

Background

Recursive is an innovative Japanese company focused on creating a fairer, more sustainable society by leveraging AI to help companies find fundamental solutions to social issues.

Challenge

Recursive envisioned a product called FindFlow, enabling employees to use AI to find answers to internal operational questions, reducing resource usage by minimizing repetitive communication.

Role

My role was to help Recursive develop a unified visual language for their brand and service, aimed at enabling their developers to create consistent, iterative prototypes that would form the service's foundation.

Business goals

Create a brand to define FindFlow & MVP version of the product.

Stack of five grayscale, semi-transparent layers, arranged diagonally against a black background.
Define brand

The brand should be in line with the overall Recursive brand, as well as appeal to Japanese corporations, which have specific aesthetic considerations to be aware of.

Create a visual language

To enable the developers to work efficiently, we created a visual language based on the brand to give clarity to the development & marketing teams.

Rebrand for flexibility

Create a new flexible brand identity that allows for the new frameworks & libraries as well as new expert instructors to enhancing the platform's appeal.

Highlights

Highlight

The winner

The finished, collaboratively designed logo and logotype evoke a simple flow that echos the name of the service, and the logo type borrows its DNA from its parent, Recursive.

FindFlow logo with blue wave icon on the left and bold black text on the right.

Highlight

Where we landed

After picking the final choices for the two new logos, we gave the logotypes the same treatment.

Then we modified Borealis to match the tone of the other three new services.

FindFlow logo with blue wave icon on the left and bold black text on the right.

Process

Further evolving the style

After getting a base style, we tried subtle variations on it to find the right tone we wanted for the app.

FindFlow AI interface showing different chat topics on the left and options for Docs-AI, Chat-AI, and Calc-AI in the center for users to select.
FindFlow AI interface with Japanese text, showing different chat topics on the left and a conversation with document summaries on the right.
FindFlow website interface in Japanese. The main heading reads 'Company-exclusive ChatGPT for cross-referencing internal information'. It shows a chat interface with document summaries and a marketing section describing how many companies spend time searching for internal information. The interface includes options for resource requests and inquiries.
FindFlow web interface showing a file management page. The page displays a list of uploaded files with their ID, upload date, file name, and status. There's an upload area at the top for dragging and dropping files. The sidebar shows options for Rules, Audits, and Files. A statistics panel indicates 1688 total queries.

Highlight

How we used collaborative processes

We used a collaborative approach to design, asking for early stage, broad input and feedback from stakeholders, and making decisions through workshops and async collaborations.

Six variations of a potential FindFLow logo design featuring wavy blue lines in different orientations and styles. The image is titled 'Logo style' and includes purple dots beneath some designs, indicating selected options.

Learn More About This Project

There's much more to this project, including the steps we took and the key decisions made along the way. If you'd like to see the full picture and explore the details, feel free to continue on below.

Expand full case study

Process

Process

How we approached the work

Illustration of three stylized gray figures enclosed in a bright green oval outline. Three small star shapes are scattered around the image.
Get the stakeholders involved

We wanted to make sure that the team had proper input so the brand we create would reflect their knowledge of the product and their customers, so that they feel confident in the design.

Illustration of a yellow curved arrow pointing to a gray icon of four interlocked hands. Three small star shapes are scattered around the image.
Create a unified vision

Through a collaborative approach & techniques that rely on stakeholder input to iterate, we developed a vision that aligns with all requirements and has the full support of the entire team.

Process

Techniques we used

A structured approach to design, focusing on iterative development and user-centered practices.

Illustration showcasing various logo designs with wavy lines and 'F' motifs. Purple dots are scattered around, representing votes or selections. The image displays a collection of logo inspirations in different styles and colors for comparison and voting.
Inspiration collection

To capture the stakeholders' vision, we ask them to gather inspiration from logos and websites that reflect the desired design aesthetic.

Illustration showing a website layout design process using colored sticky notes and mockups. It includes elements in Japanese and English, with sections for 'Home', 'Hero', 'Main copy', 'Sub copy', and 'CTA button'. The design also features deployment-related content and a sidebar with project management elements.
Stickies & collage

To quickly iterate on the website's flow, we use sticky notes to map the structure and collage elements from other sites to convey ideas.

Grid of 16 blue-gray squares with AI and data analysis related terms like 'Prediction', 'Machine learning', and 'Insight'. Some squares contain colored dots, representing votes in a design thinking workshop for brand values.
Workshops

Through Design Thinking-based workshops, we gather input, receive feedback, vote, and iterate to refine and narrow down ideas & designs.

Process

Figuring out the branding

We explored brand values & identity, as well as as color palettes & logo styles through a series of exercises.

What is the feeling we are going for

We identified the values the brand should convey and sorted them into “feelings of trust”, “simplicity” and “technology/efficiency”.

Brand values chart in Japanese and English, featuring green sticky notes grouped under 'feeling of trust', 'simplicity', and 'technology, efficiency'. Each note contains Japanese text and a thumbs-up icon, representing different aspects of brand strategy.

Process

Narrowing down the logo

We used found images to gauge the type of logo that the stakeholders envision.

Abstract & simple

From prior conversations, it was clear that the logo should have an element of “flow” and maybe an “F”. The stakeholders preferred the more abstract, simplistic styles.

Logo inspiration board titled 'Logo inspiration' featuring various logo designs with 'F' and wave motifs. Includes abstract shapes, lettermarks, and colorful designs. Purple dots near some logos represent votes for preferred design directions for the FindFlow logo.
Creating the logotype

We experimented with several different fonts for the logotype, but the font used by the parent brand was clearly preferred. I implemented a sliced off top left of the letter “F” to echo the Recursive logotype.

Recursive logo
Grid of 12 FindFlow logo variations with blue wavy 'F' icon and different font styles. Purple dots next to some logos indicate votes. Title reads 'Logotype', showcasing abstract and simple designs based on stakeholder preferences.

Process

Evolving the concept

We took went through several iterations of the designs, quickly creating multiple UI options and then narrowing down.

More modes

We expanded the types of AI that can be used as optional modes.

User interface showing an input field with different AI mode options: Find, Docs AI, Chat AI, and Calc AI, along with a 'Start a new topic' button.
Chat interface displaying a question about staffing changes from an HR meeting, with an AI response referencing specific document files for more information.

Chat style & file references

We added file reference links, to show where information was taken from, and to provide easy access for users.

Topic styles

We tested several topic styles looking for the right fit visually and informationally.

Two overlapping UI panels showing different topic styles, including company information, policies, and FindFlow-related topics, demonstrating various ways to visually organize and present information.

Process

Further evolving the style

After getting a base style, we tried subtle variations on it to find the right tone we wanted for the app.

AI types

We tried several version of ways to identify the AI modes in the application.

Dashboards

We added dashboard screens for the management aspects.

FindFlow audit interface displaying a detailed view of an entry, including query and response in Japanese, with file reference links.
Close-up of the FindFlow file list showing document names, upload dates, and statuses like 'Success'.
FindFlow dashboard showing a file management interface with options to upload files and a list of uploaded documents including their status and date.

Extension

Extension

Creating a unified suite of applications

After creating FindFlow, Recursive wanted to create two additional brands for two services they had in production, as well as harmonize those three services with an already existing service called Borealis.

Borealis logo
FindFlow logo with blue wave icon on the left and bold black text on the right.
ImageAI
VectorAI

Extension

Initial consideration

During discussions with the stakeholders, we identified a few guiding desires for the brands.

ImageAI
  • Low-res
  • Symmetry with FindFlow
  • 8-bit art inspired
  • Strong colors
  • Purple/vivid pink vibes
VectorAI
  • Borealis logo as a base
  • Palette/gradient that evokes the sun
    (as opposed to Borealis's cold colors)
  • Like SpaceX or NASA logo
  • Implying directionality, trajectory
  • Solid foundation pointing up

Alignment

We need to make a decision about how the four brands will be aligned. Will they stand alone as brands or be part of one suite?

Due to similarities between FindFlow & ImageAI, as well as between Borealis & VectorAI, we decided that they would be two sister brands, part of the greater whole.

Hand-drawn sketch on graph paper showing three grouping patterns (A, B, C) for four services: FindFlow, Borealis, VectorAI, and ImageAI. Pattern A groups services in pairs, B shows them individually, and C depicts empty shapes. The sketch illustrates different brand alignment strategies.

Extension

Finding the themes & names

We had the stakeholders add words & phrases that best describe the service and its value, and used those to create possible names, and narrow them down, with PixelFlow being the clear winner.

Async workshops

With FindFlow, we did most of the workshops live, but for these services we did them async to allow for a greater number of stakeholders.

Grid of 15 gray squares titled 'Names', each containing a potential AI image service name like 'ImageIQ', 'VisionCraft', and 'PixelFlow'. Colored dots beneath names represent stakeholder votes, with 'PixelFlow' having the most votes. This illustrates an async workshop for naming an AI image service.

Gathering & imagining

As a stating point, I drew up some ideas based on the defined parameters & our generated ideas.

The images are a mix of found items, sketches, and AI —all put together by the team to get their ideas out of their heads and into the world. It’s our way of sharing and shaping the vision together.

Voting on the options

After narrowing down, we voted on the options once more.

Grid titled 'ImageAI iterations' showing various abstract logo designs with gradients in purple, orange, and blue. Some designs feature curved shapes or wave patterns. Purple and green dots beneath certain designs indicate votes. The image displays the evolution and selection process for the ImageAI logo.

An issue

One aspect of the VectorAI logo that the stakeholders preferred was combination of vectors & constellations, but after voting on the options, we became concerned with readability at small sizes.

Grid of 24 VectorAI logo iterations, featuring various combinations of vector lines, constellations, and star shapes in circular and diamond layouts. Some designs have colored dots beneath, indicating stakeholder preferences. The logos demonstrate the challenge of balancing complex designs with readability at small sizes.

A reworking

We reworked & simplified the VectorAI logo to address readability issues at small sizes, and came up with more elegant solutions.

Series of 13 circular logo iterations for VectorAI, showing a progression from simple blue-purple gradients to more complex designs incorporating stars and connected nodes. Each logo is a variation on a circular shape with a cut-out section, demonstrating the simplification process to improve readability at small sizes.

Where we landed

After picking the final choices for the two new logos, we gave the logotypes the same treatment.

Then we modified Borealis to match the tone of the other three new services.

Slide titled 'Where we landed' showing four final logo designs: FindFlow with blue wavy lines, PixelFlow with colorful pixel-like squares, Borealis with a teal network icon, and Zenith with a purple circular shape. The text explains how the logos were unified in style and treatment.

Some paths not taken

Here are a few ideas we had but didn’t use.

Reflection

Reflection

Thoughts from the team

Some feedback I received from the Recursive team.

Tiago Ramalho (smiling, with beard and gray shirt)
Tiago Ramalho
  • Co-founder & CEO
  • Recursive

Brett has been a thoughtful partner to take us on a journey that started as a visual design exercise but turned into a branding project for all of our four technological platforms.

His approach ensured that the whole team was heard and diverse view points were taken into account, resulting in a consistent brand identity for all our technologies.

Reflection

My thoughts

A few of my thoughts after finishing this project.

Brett Peary (smiling with a beard and black shirt)

Working with the team at Recursive has been a great experience for me. The leadership at Recursive wanted to get input from everyone to create a shared vision, so that they could develop products with buy-in and excitement from the entire group. This openness to collaboration gave me the permission to guide the process and act as a conduit for the group to realize its shared vision. The whole process felt positive and fluid; rarely have I worked with a group so effective at achieving such goals so effortlessly.

I can see this is the attitude and approach they bring to their work in using AI to improve sustainability for customers. Through working with them, they have opened my eyes to the potential of their work. I believe the brands and UI base we created will act as a catalyst for them. I can see that this is only the beginning, and I am excited to see where it goes.

Thank you for reading this far. I'd love to hear what you think.

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