Problem
Persimmons was entering a crowded frontier-tech landscape dominated by visually predictable competitors. As a new AI silicon company focused on real-time inference, they needed to establish themselves and stand out from the cold, generic tech style common in the category.
The challenge was to create an identity capable of standing alongside established industry leaders while signaling a new way forward, one that balanced technical precision with human ingenuity.
Solution
Scalable Intelligence
I led the mission to craft the brand from a blank page. Based on the idea that Persimmons is a physical chiplet, about 1cm square, the idea was that this single unit can scale to infinity. So the grid-based system was designed to scale in any space, across investor presentations, digital environments, photography, and product storytelling, ensuring the brand could grow alongside the technology itself.
Identity
The identity system introduced a controlled visual language entirely built from a single Persimmons chiplet [square]. This powerful singular point could grow and expand, form larger structures and shapes, representing anything the brand needed to portray. The color palette is rooted in Persimmons orange, supported by a monochromatic base of colors.
Website
Digital touchpoints extended the identity into interactive environments, ensuring consistency across screens while reinforcing the brand’s focus on clarity and speed.
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.
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.
