An architect of intelligence ecosystems for business that automate the mundane and unleash the remarkable.
Context: The first conversation with the team of AI experts behind Ciridae started in a surprising place: by catching an oblique reference to a fantasy novel. It then proceeded through a long series of associations, from the mysterious role of arcanists throughout history, to the hidden power of mycorrhizal fungi, all centred around the core concept of intelligence: what it is, what it means, how it changes, and its current evolution with AI. This set the stage for a brand with a truly unique character, reflecting the rich thinking behind the company.
The Ciridae logomark is inspired by neural connections, and the way intelligence forms through relationships. Technical in structure and ethereal in tone, it reflects the spirit of the name Ciridae while expressing connection, intelligence, and adaptability.
Brand Strategy: With the wider cultural conversation around AI whipsawing between ominous doomsday scenarios and breathless proclamations of the singularity, Ciridae wanted to locate their perspective outside of that reductive duality: as another evolution of intelligence, in a long line of leaps stretching back to the caves of Lascaux. An evolution that, like all others, would have immediate and lasting implications on the world of commerce.
Brand Platform: The platform distillation of the strategy was simple: The New Intelligence. Not human or artificial alone, but something entirely other; an emergent relationship between these forms of intelligence that would give rise to entirely new possibilities for leading edge companies. The brand platform is understated but optimistic, grounding the conversation with potential partners in something clear-eyed about the potential of the present moment: imagining what intelligence could do if we freed it from the mundane and repetitive, to focus on the work only genius can do.
Creative Direction: Paintings on the cave walls of Lascaux. Sketches in the vellum of Leonardo’s notebooks. Ada Lovelace’s first, elegant lines of code. Moments of flowering and flourishing along the long hallways of history. We brought the creative world to life using historical and natural references abstracted into signals and patterns, with imagery carrying a subtle painterly quality.
