Sustainable AI Factory: Firmus
A rebrand to reflect scale and a visual identity with a high-tech aesthetic.
Services —
- Branding
- Communications
- Strategy
- Web Design & Development
Industries —
- Technology
Firmus is redefining the future of AI by leading the charge in sustainable AI infrastructure. The Sustainable AI Factory needed a brand identity and design system that reflected the sophistication, scalability, and environmental responsibility of Firmus while maintaining a kinetic, high-tech aesthetic.
A complex system made simple —
The Sustainable AI Factory needed a visual identity that could communicate its advanced nature while ensuring clarity and accessibility for diverse stakeholders. It had to balance the depth of technical expertise with a seamless, plug-and-play usability message.
Testing flexibility —
The bento system allowed for bespoke colours per product and styling containers in a way that made each product feel distinct.
The extruded ‘F’ mark symbolises the company’s role in processing deep data, acting as the infrastructural link that transforms raw information into actionable knowledge. The refreshed grid structure reinforces complexity and innovation while motion graphics and kinetic interface elements bring life to the brand, illustrating its adaptability across different environments.
“Creating a visual system that reflects both the depth and accessibility of the Sustainable AI Factory made the brand feel high-tech yet intuitive; complex yet modular.”
James—
Creative Director
An immersive digital experience —
The design system integrates real-life imagery, 3D renders, and dynamic motion elements to communicate Firmus’ innovation.
Kinetic interactions and fluid animations guide users through, ensuring an engaging brand presence across all touchpoints. The bespoke colour system per product enhances the modular nature of the identity, visually differentiating each component while maintaining a unified look.
