Scope

Branding
Visual Design
Web Design
UX Design

Credits

Development: Cadent

Overview

Mandatory and voluntary safety standards for AI are coming to Australia, and Ethē was built to guide organisations through compliance with new regulations.

With a fast timeline to launch and secure investor confidence, the brand needed to be distinctive and immediate.

I developed the visual style and logomark around the idea of technology conforming to humanity, using a palette of earthy browns and bright green to stand apart from competitors. Alongside the core identity, I created a design system, supporting graphics, and a responsive microsite to support the private beta.

The result was a brand that was fast to execute yet strong enough to carry a new product into the market, giving Ethē a platform that could stand out, attract investors, and grow with future development.