This briefs aim was to help immerse ourselves into the world of digital product development through live collaboration with gliff.ai, a digital start-up specialising in creating AI productivity tools for a range of domains. The challenge was to create a consistent visual identity and user experience across their branding and software. My response was to create a modern identity and UX that expresses the empowering, humanistic, and expert qualities of gliff.ai. The visual identity I have created is designed to reflect the unique market positioning of gliff.ai and ensure the identity stands out. I used colours like blue to give a sense of belonging to the industry but by using green and purple and increasing saturation, it has a quite different feel than other AI companies. Similarly, the use of the organic shape assets and people-focused photography aims to give a standout identity in the market, focusing on the community benefits rather than just the tech. This concept formed the logo; AI is here to support humans, not take over. However, it also formed the basis for my UI design for their Data Annotation product. I focused on ensuring the user feels in control, adding elements of customisability and simplicity. The end-users are various level of tech knowledge and may also use the products across various devices, so it was important to strip the elements all the back and re-draw focus on the purpose of the interface by giving maximum real estate space to the images. Indeed, the users can also customise their active tool bar, alter shortcuts andsave/share these workspaces for future use.
