Jupi is the newest enterprise from serial entrepreneur Nick Hernandez, founding father of 360 Studying, and it guarantees to carry readability to the murky waters of high-stakes management selections. Constructed as an AI-powered working system for rising corporations, Jupi learns from the habits, behaviours and tradition of its customers to assist information strategic selections, from funds allocations to organisational design. Consider it as a CRM for management that is at all times studying, at all times anticipating, at all times reducing by means of the noise.
To carry the model to life, Nick partnered with strategy-led design studio How&How. The result’s a considerate and poetic id that walks the tightrope between sophistication and ease, mirroring Jupi’s product promise in each element.
“We approached the model armed with a story from FNDR and a inventive thought of surreal simplicity,” explains Cat How, founder and artistic director at How&How. “That distinction performs out in each touchpoint: a minimal color palette grounded in readability, paired with metaphor-rich illustrations by Daniel Liévano, and a decisive tone of voice that is unburdened by jargon.”
That stress between construction and strangeness, logic and lyricism, runs by means of the center of the mission. It is maybe most evident within the brand. Impressed by Rodin’s Thinker, the mark envisions the statue not in its traditional pensive pose however rising to its ft – an emblem of motion, progress, and utilized intelligence.
“We made Rodin’s Thinker into the Jupi’ Walker,'” says Cat. “It captures the cerebral intelligence at Jupi’s core however channels it into progress.”
Typography and movement additionally play key roles. The bespoke wordmark is severe however not stuffy, with sufficient idiosyncrasy to really feel human. In movement, the id attracts inspiration from Dali’s melting clocks, with easy and barely surreal transitions designed to evoke a way of intelligence and calm. It is an interface that thinks earlier than it speaks after which speaks with confidence.
The tone of voice is equally thought-about and will be outlined as crisp, intelligent, and at all times on the entrance foot. “We needed the voice to mirror how Jupi makes you are feeling after utilizing it – knowledgeable, empowered, clear,” says Cat. “The cerebral layer comes from metaphor and sudden language. The playfulness provides approachability and memorability.”
If the voice units the tone, the illustrations carry the story house. On the centre of the visible system is a collection of surreal, Magritte-inspired artworks, serving as visible metaphors that seize decision-making dilemmas in summary however emotionally resonant methods.
Strolling tightropes, aligning stars, and navigating mazes aren’t literal options, however they body the challenges that leaders face in a means that feels imaginative slightly than intimidating.
“Surrealism gave us a visible language for the intangible,” says Cat. “It mirrors the readability Jupi brings to opaque issues whereas including depth and emotion.”
It could be simple – tempting, even – to construct an AI model that leans into tech clichés, like floating brains, blue gradients and scientific interfaces, however Jupi resists the plain. In a sea of AI sameness, it stands out by leaning into metaphor, that means, and heat. It is an id that feels constructed for people, not only for machines.
That human-centred readability is what makes the model tick. Every part from the stripped-back palette to the iconography – impressed by the rugged types of the emblem – is designed to really feel structured however alive. Even the animation, Cat says, is a deliberate act of softening: “Each transition serves a function – to cut back friction, draw focus or mirror the ‘pondering’ behind the interface.”
The collaboration with Nick, she provides, was unusually enriching. “Nick introduced not only a imaginative and prescient for the product however a philosophical readability about decision-making itself – what slows it down, what breaks it, and what helps it thrive. That perception was gold.”
That shared readability gave How&How freedom to play but additionally a transparent north star. The result’s a model that does not simply really feel good – it feels grounded. Purposeful. Able to go.
What units Jupi aside is that it isn’t making an attempt to be the flashiest AI platform, and it isn’t promising to exchange human pondering with automated solutions. It helps leaders navigate complexity, regain management, and make higher selections shortly. The model displays that ethos at each flip.
In a market the place AI instruments can usually really feel chilly, scientific or overly complicated, Jupi and How&How supply one thing uncommon by means of a system that feels each clever and instinctive. The model reminds us that even probably the most superior applied sciences nonetheless require a human contact.
