A human-first identity for an AI talent platform moving beyond traditional staffing

Summary

SUPAHUMANS is an AI talent platform repositioning beyond traditional staffing. We developed the strategy and identity around humans enhanced by AI, giving the new name a clear point of view and a visual system to match.

Industry — SaaS, AI Talent Platform
Services — Brand Strategy, Brand Identity, Logo Design, Naming Review
Tools — Figma, Midjourney, Notion
Inflection point — New wedge, old brand

The Company

The company came to us during its rebrand from Assistant Lee to SUPAHUMANS. The product was already in place; our role was to define how the new brand would present its people, capabilities and use of AI.

The Problem

The visual direction needed to make the role of people clear. Familiar AI imagery, such as augmented portraits and abstract grids, gave us little room to explain what was specific to SUPAHUMANS.

We focused the identity on the relationship between human capability and AI. That gave the team a practical basis for evaluating imagery, typography and the logo.

The Decision

Humans enhanced by AI became the organizing idea. We used it to set a human-first direction for the brand, with the name and visual language expressing capability together.

The visual review ruled out floating-head portraits, blue lights at the temple and abstract grid backgrounds. The new wordmark and color direction were developed to support the SUPAHUMANS name.

The System

The work connected the platform’s positioning with a reusable identity system:

• Brand strategy: positioning, narrative, and category point of view

• Brand identity: logo, wordmark, typography system, and color

• Visual identity system applied across key surfaces

One idea across the identity

The human-first idea gives the team a clear reference for future brand decisions. It connects what SUPAHUMANS offers with how the platform presents itself across its key touchpoints.

Credits — Strategy, Design: Daniel G. Bright, BrightStudios®