AI companies struggle to look credible when the brand feels generic. We built NorthStack AI a logo, brand guideline and responsive website that earn real trust.
Brand Identity & Website
NorthStack AI
Project Scope
Brand & Web
Project Duration
2 Months
Project Description
NorthStack AI needed a credible brand and a clear website that works on every screen, so we built both as one.
Buyers judge an AI company fast, often before reading a word. A generic logo and a clumsy mobile site cost trust. We designed the logo, brand guideline and website as one.
Problems
The brand had no guidelines, so logos, colours and wording often changed from place to place.
The logo felt generic, and the website was hard to read on small phones.
- No distinctive logo or visual identity
- Weak trust with new buyers, who need a credible, professional first impression online
- Poor mobile experience, no guideline for consistent brand use
Solution
To bring all our ideas to life and keep our whole team working toward one goal, we planned a clear, step-by-step workflow covering the logo, brand guideline and responsive website. After accepting the project from the client, we:
Research Concepts
Gave a rough estimate, researched the brand, created concepts
Design Approval
Designed the logo, guideline and website, then got final approval
Testing Release
Tested screens on all devices, released to production, tested live
Our process
Since a brand must feel the same everywhere, our process focused on aligning identity, design system and responsive layouts from day one.
01 · Discovery & brand research
We spoke with NorthStack AI’s team about their buyers, values and goals, then studied similar companies. This gave us a clear picture of the audience, tone and what the brand needed to say.
02 · Logo & brand guideline
We created the logo and a brand guideline covering colour, type, spacing and tone, so every page, document and screen always looks like one brand.
- Logo versions for web and print
- Colour, type and spacing rules
- Tone of voice notes
03 · Responsive website design
Each page was designed mobile-first, then expanded for tablet and desktop. Menus, buttons and forms were sized for thumbs and checked at all common screen widths, so the site stays easy to read and use everywhere.
04 · Review, testing & handover
We tested pages on different devices, fixed layout issues, and handed over the logo files, brand guideline and website designs in an organised package for a smooth build.
Our approach
We kept the identity sharp and modern, using clean shapes, a calm palette and plain language so NorthStack AI feels credible.
Our approach focused on turning an AI company into one clear, consistent brand across the logo, guideline and website.
Team
A brand designer, a UI/UX designer and a project manager from Appcrux worked with the NorthStack AI team through discovery, design, review and handover, sharing regular updates at every stage of the project.
Technologies
The tools were chosen to keep the brand and website consistent, scalable and responsive across phones, tablets and large desktops.
Appcrux gave us a logo, brand guideline and website that feel modern and credible. Their team was very responsive, thoughtful, and well organised, and our new site now works smoothly on any device.
Robin Fish
Founder & CEO, NorthStack AI
Recent client and Appcrux wins
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