An identity built to keep pace with AI
A full rebrand of G42, led client side with the agency DixonBaxi. Designed for flexibility. Built for change. Every element honed for impact, balancing confident simplicity with dynamic gravitas, and ready to evolve at a moment's notice.
Born from our logo
It starts with the catalyst. Born from the logo, the catalyst actively seeks answers, the spark the whole system grows from.
It powers the grid
The catalyst powers the Intelligence Grid: G42's vision of AI as an indispensable utility, as integral to daily life as electricity.
Harnessing collaborative thinking
The grid reveals the real-world impact of the work: clean energy, satellites and early warning, biodiversity. Collaborative thinking, made visible.
Confident simplicity, dynamic gravitas
A system that flexes for every moment. One visual language held across colour, type and brand voice, honed for impact and built for change.
Balancing confident simplicity with dynamic gravitas. Representing the Intelligence Grid and creating a space for storytelling, ready to evolve at a moment's notice.
Into the world
An art-direction system, a digital language and a full application set, all built to flex for every moment and evolve as the work does.
Built to move
The identity was made to move. A motion system of loops, builds and transitions that carries the brand at the pace of AI.
Ready to evolve at a moment's notice
A flexible, future-proofed identity that flexes for every moment and rolls out across the whole G42 ecosystem, built to keep pace with AI.