Brand identity toolkit and launch campaign for Claude, debuting alongside the Keep Thinking brand platform. To balance the product’s AI-driven nature, the system emphasizes human craft—translating the terracotta brand color into physical space through grain, light, and shadow to create depth, tactility, and warmth.

A continuous line of code acts as the core visual device, signaling technology at a glance and anchoring the identity in its technical roots. This clarity was especially important for a first campaign where immediate recognition of product type mattered.

Agency: Mother
Role: Lead Art Director
Photography: Neil Bedford 

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