General System is an international technology company made up of world-class data scientists, engineers, and software developers, with a mission to unlock the full potential of machina data. The company sought to elevate its existing visual identity through a comprehensive redesign and development of their website, incorporating new visuals, videos, and animations. The brief centered on creating a distinctive, scalable visual identity that would set the company apart from the typical look and feel of data-oriented brands, avoiding reliance on conventional stock imagery. As Creative Director at SmallGiants.agency, I collaborated closely with the firm’s CMO to explore innovative ways to evolve their brand, enhance consistency, and promote the company more effectively. This included developing engaging animations, refining digital design, and improving the overall online user experience, alongside the AI-assisted creation of bespoke brand imagery and video content designed to reinforce visual consistency and communicate complex concepts with clarity.
Brand guidelines
A new visual identity based on client and competitor research and documented in a central brand book.
AI-generated imagery styling
Photoreal real-world imagery maintained with full detail and overlaid with a bespoke, scalable AI-driven brand aesthetic.
AI-generated brand videos
This visual system is extended into motion through AI-powered video generation, bringing to life the transition from real-world scenes to structured, data-centric imagery, revealing hidden patterns, relationships, and signals within complex environments.
Website design
Elavating the user experience on the company website through the implementation of dynamic animations and interactivity to better representation this deep technology company.
Event materials
From concept development to spatial design and production, a fully realized event stand created to clearly communicate the core General System offering.
Print design
Print design for marketing and sales materials.
Social media
Engaging social media visuals based on comprehensive digital research to raise awareness of the brand, increase engagement and drive traffic to the new website.
