Industry
Healthcare AI
Company
Infinitus
Modular AI becomes visual
A metaphor for a multimodal, multi-model platform
Infinitus was already a leader in voice AI for healthcare, but as competitors began to emerge, we needed a brand system that connected more clearly with what made the platform fundamentally different.
Not a simple ChatGPT wrapper, Infinitus was built on a multimodal, multi-model system — with layered guardrails and a robust knowledge graph derived from millions of real calls. Its selective, modular nature was its superpower. The brand system needed to reflect that: dynamic, adaptive, and engineered.
That logic extended to the core brand elements themselves. Leadership was committed to preserving the existing square-based mark, so rather than redesigning it, I focused on making it work harder as part of a larger system. The logotype was refined for readability and distance by shifting to initial caps and customizing the letterforms for clarity and distinctiveness. The icon was simplified from outlined to solid squares, allowing it to read more boldly in constrained environments like social profiles, logo maps, and event signage.
From there, the system expanded naturally into the brand cube framework — glowing 3D forms that could shift, recombine, and signal infinite configurations. The cubes became a direct expression of the platform’s architecture: interoperable components, each with a defined role, capable of forming countless outcomes. The system nodded to existing brand equity — the square identity and isometric language — while evolving it into a more expressive, dimensional future.
We began with AI-generated explorations, refined in Blender, and rolled the visual system into motion, demo videos, and beyond.
A visual system that scales with the needs of the marketing and sales teams
Beyond the metaphor, the system served a practical role: pairing technical content with an abstract, mood-setting aesthetic to avoid overwhelming the viewer with dry detail. It offered a clean visual companion to product demos — call recordings — without competing for attention.
The graphic system also improved execution speed. With a defined set of flexible visuals, the marketing team could create on-brand assets quickly, from one-pagers to social images. It enabled scalable templates and made it easier for non-designers to stay consistent across communications.
Because the visuals weren’t tied to a single feature or use case, they could support any message — giving the brand cohesion without limiting creativity.
2x
Assets produced by the marketing team as a result of the new design system in one year
Credits:
Sarah Baicker, Content Lead
