Selfe

Designing for AI tech is a relatively new paradigm, still free of stylistic preconceptions and “this is what the industry expects” type restrictions. The page is relatively blank.

With this in mind, Outthought approached the Selfe brand with a brief to create a visual language that applied a logical structure to AI processes that, for some, can still feel like witchcraft. The resulting brand developed from the simple idea that background (AI) processes can lead to positive business transitions that improve real-world customer experiences.

The visual language of the Selfe brand is built around the three-layer concept; 1: The surface layer – real-world human experiences. 2: The transition layer – the effect of the invisible hand of an AI that knows your business inside out made literal. 3: The ‘true Selfe’, the brain, the heart, the organism, the AI that operates quietly and efficiently behind the scenes.

Friendly, human, conversational typography and familiar (human-made) photography on the surface layer are abstracted by transitions of fluted glass, through which we glimpse the amorphous, organic true Selfe, represented by abstract clouds of gradient colour.

In applying the brand to selfe.ai, the focus was on page structures that provide clear signposting of benefits with an economy of complex explanations.

Subtle animated explainers and accessible, conversational copy, teamed with the core Selfe colour-palette, do the heavy lifting in introducing customers to the platform and disabusing them of their fears around applied AI.