2024–25
Fluidstack is a GPU cloud hosting company powering leading AI software.
They approached me to explore design directions using their original logo—an F and S embedded in a stacked structure—which they were keen to retain.
Using this as a foundation, I reimagined it into a modular brand system: a dynamic mark that can be deconstructed, much like a computer component, into patterns, textures, and illustrative assets that reflect GPU hardware and core processors. This blueprint-like, stack-based direction reinforces the logo’s concept while offering adaptability across brand applications.
We also developed a wide range of merchandise assets for promotional use within the GPU/AI community and for collaborative drops with partners (e.g. Fluidstack x Mistral), opening up new, flexible branding opportunities and a playful realm to create future merch designs.
Accredidation:
OliverJames™
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After months of working on Argus's brand strategy we began working to revamp there existing brand into a modern society. Using a muted colour palette with a punching orange to symbolise fire – and with strong use of lines to allude to armour and also construction. These subtle semiotics are used to show Argus as an assuring defence force against fire hazards and are also executed in the brand photography.
