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Selected work
G42

The Intelligence Grid

An immersive system that turned a sprawling AI portfolio into something you could walk through.

AI · BRAND · IMMERSIVE · EXPERIENCE DESIGN
Client
G42
Year
2024 to 2025
Role
Creative Direction · Brand · Experience Design
Discipline
Immersive Brand Experience
01
/ 07
Overview

Make the abstract navigable

A global AI portfolio spanning healthcare, energy, mobility and finance, where the breadth was the hard thing to communicate. The Intelligence Grid maps how the pieces connect, as one system you can explore rather than a list you have to read.

Built once, then evolved

The 2024 build proved the idea as an interactive experience. The 2025 evolution lifted it from a tool UI into a brand-mature editorial world, one lineage across two years.

Discipline
Brand · Experience Design · Creative Direction
Role
Creative Direction, client side
Client
G42
Recognition
Telly Gold + Bronze · Hermes Platinum · MUSE Gold
02
/ 07
2024 — The experience

An AI portfolio you could explore

The first build turned the portfolio into an interactive experience, with a library of sector digital twins so anyone could see the use cases for themselves.

The 2024 interactive interface
The 2024 interactive interface
Inside the 2024 experience
An interface that let people navigate AI use cases by sector.
Arena digital twin
Motorsport digital twin
Municipality digital twin
Public space digital twin
Satellite network digital twin
Satellite digital twin
03
/ 07
2024 — Built and deployed

Not just on screen

The Intelligence Grid was built as a physical installation, planned to the level and deployed live with partners.

The installation blueprint
The installation, drawn as a full blueprint.
Floor layout
Levels diagram
The green screens live at the event
The green screens, live: the full breadth of AI in one place.
The installation in use
Visitors at the installation
The installation in use
The installation in use
A signature key visual from the system
A signature key visual from the 2024 system.
The film
Sizzle reel
04
/ 07
2025 — The rebrand

A new brand to live up to

2025 brought a full rebrand: a new identity system, editorial language and ecosystem architecture, built so the Intelligence Grid could carry the company on its own.

The 2025 brand system
A refreshed identity system across colour, type and motion.
The brand system
The brand system
The brand system
05
/ 07
2025 — The new experience

From a tool to a brand world

The new brand carried into a refined, editorial web experience, where the whole system reads as one connected idea.

The 2025 web experience
The evolved web experience.
The 2025 web experience
The 2025 web experience
Intelligence Grid showcase still
Intelligence Grid showcase still
06
/ 07
2025 — In motion

The Intelligence Grid in motion

A showcase of the Intelligence Grid itself, the system set into motion.

2025 — the Intelligence Grid
07
/ 07
Outcome

The flagship way it explains itself

Recognized across global awards: Gold and Bronze at the Telly Awards, Platinum at the Hermes Creative Awards, and Gold at the MUSE Creative Awards.

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