Persimmons.ai
The intelligence of inference
BRAND PLATFORM / VISUAL IDENTITY / WEBSITE
Overview
Persimmons partnered with me to define a visual identity for a new generation of AI silicon — inference technology built to make AI faster, cleaner and more efficient. The challenge was to create a brand that felt precise, modern, and credible as they sought investment dollars.
The Challenge
Persimmons was entering a crowded frontier-tech landscape dominated by visually predictable competitors. As a new AI silicon company focused on scalable inference, they needed to communicate intelligence and scalability without looking like everyone else in the category.
The challenge was to create an identity capable of standing up next to established industry leaders while signaling a new way forward; one that balanced technical precision and human ingenuity.
The Idea
From a single unit, to infinite scale
I developed a visual identity system designed to express the idea of a scalable system, built from a single logical unit: the chiplet. It could grow and scale, mirroring real life applications. I created graphics, typography, geometry, and dynamic visual elements to bring the idea to life.
The system was built to scale across investor presentations, digital environments, and product storytelling, ensuring the brand could grow alongside the technology itself.
My Role
As the creative director / art director, I led the visual identity, brand platform, messaging, and campaign storytelling across every phase—from pitch to rollout. Working across design, video, UX, and web development.
Project Scope
01 — Logo mark
02 — Brand geometry / visual motif
03 — Color + gradient system
04 — Typography
05 — Generative photography
06 — Product visualizations
Generative Photography
Rather than waiting for hardware prototypes to exist, I built them using a variety of generative tools. Guided by classical photography training and disciplined art direction honed over the last 25 years, I created dimensional imagery that suggested speed, precision, and intelligence — giving the brand a physical presence before the product was fully realized in the market.
Website — persimmons.ai
My work also extended the identity into interactive environments to ensure consistency across screens, while maintaining visual character and technical awesomeness of the Persimmons brand.
Investor Presentation
The life-blood of start-ups is the presentation deck. I helped position Persimmons as a credible and forward-looking player in the AI silicon space. With a clear visual voice in place, the brand demonstrated the confidence and gravity to enter conversations typically reserved for established industry leaders.