Tela
- Client
- Tela
- Discipline
- Branding, visual strategy and art direction
- Year
- 2025
A branding project developed for Tela, a generative AI startup focused on multi-model and multimodal computing. The identity was created to translate complex technology into a precise, contemporary brand prepared to operate in a global market.
The challenge
Tela needed to present an advanced artificial intelligence infrastructure in a clear and credible way. The platform connects different AI models to improve performance, flexibility, accuracy and computational efficiency. The challenge was to build an identity that conveyed innovation and technical capability without relying on the generic visual codes commonly associated with the industry. The brand also needed to communicate with different audiences, from technology specialists to organizations interested in adopting AI at scale.
My role
I led the visual strategy, creative concept and art direction of the branding project. I was responsible for developing the identity, visual signature and graphic system, as well as defining a language capable of organizing technical content and supporting the startup's institutional communication.
Decisions
One structure for multiple intelligences
The visual concept is based on Tela's ability to connect different models, formats and computing resources within a single structure. The identity was designed as a modular architecture capable of representing integration, scale and interoperability without illustrating the technology too literally.
Technology without visual excess
The art direction adopts a minimalist language to reinforce precision, trust and maturity. Generous spacing, rigorous compositions and a neutral palette reduce visual noise and allow the product's complexity to be communicated more clearly.
A logotype built as a system
The custom wordmark uses geometric forms, controlled cuts and precise spacing to create a proprietary technological signature. Its construction reflects the connection between modules and establishes a recognizable presence without depending on obvious artificial intelligence symbols.
Clarity for communicating complexity
The editorial system was created to organize large volumes of technical information without compromising readability. Typography, hierarchy and grid work together to transform advanced concepts into an accessible and consistent visual narrative across presentations, institutional materials and digital environments.
Pieces
