Brand Magic: shaped an AI startup identity that captivates instantly
UX Design
UI Design
Branding
From research to redesign — crafting a distinctive, scalable identity in an oversaturated AI market.
The Problem
Gating AI, a neuroscience-driven artificial intelligence company, required a cohesive visual identity to attract investors and differentiate itself in a saturated tech market.
The previous branding was minimal and indistinct — another black-and-white logo in a sea of blue tech startups. We set out to craft a memorable, trustworthy, and future-ready identity that communicates both innovation and intelligence.
The Solution
We led a complete visual and communication refresh built on strategy and research:
Brand Audit & Market Study – We analyzed over 120 AI company brands to identify trends, clichés, and opportunities for differentiation.
Logo Redesign – Preserving the idea of gates from the original mark, we created a geometric, minimal symbol optimized for digital use — from social icons to favicons.
Color System – Introduced a turquoise-lavender gradient "Gatient", a balance between logic and creativity that reflects Gating’s fusion of science and emotion.
Typography – Chose a modern geometric sans-serif with gentle curves to evoke precision, empathy, and accessibility.
Signature Detail – Added a brand gradient to the letter “i” for a futuristic accent and stronger visual identity.
Extended Assets – Designed cohesive X (Twitter) and LinkedIn banners.
Pitch Deck Design – Created a presentation deck with a bold, tech-driven aesthetic.
Wireframe & UX Research – Conducted user research and designed the initial wireframe for a future website focused on clarity, credibility, and conversion.
Although the website launch was postponed for strategic reasons, the rebrand laid the groundwork for Gating’s next phase of growth and investor engagement.
Sweet Results
The new identity received immediate positive feedback from leadership and advisors.
The pitch deck and branding assets are actively used in fundraising efforts.
The rebrand brought clarity and differentiation to Gating’s public presence.
The process demonstrated how strategic design and research can redefine perception — even before a product launch.
Proof that smart branding can make new startups feel established — the kind of transformation we create at MotionLolli.
