AIVY arrived with the kind of brief that was more feeling than formula... a few lines about ambition, technology, and creative evolution. Beneath that, I recognised something much bigger: a shift in how we see and share human stories.

The challenge was to take an idea that barely existed in language yet and give it form, voice, and reason... to pull a brand out of the static and build clarity where there was only concept. From there, AIVY began to take shape as a world-class creative platform with a distinct emotional core.

Every decision came down to one question: how do you make innovation feel human? The strategy drew on cultural research, brand psychology, and a cinematic tone of voice that positioned AIVY beyond the tech category, as something emotional, credible, and inevitable.

Through minimal direction, I was able to distil intent into structure, tone, and experience. The result is a foundation built not on buzzwords, but on understanding: a clear visual and strategic system that now guides both the brand and the platform that will follow.

AiVY is still in its quiet phase... the kind of project that’s best kept under wraps until it’s ready to change the conversation. But its direction is set: creative, intelligent, unapologetically human.