Ant Insight
An AI-powered tool that simulates audience behavior across defined demographic profiles.
summary
I rebranded and created a website for an AI company that simulates human behavior through synthetic audiences.
deliverables
Brand board + Splash page
role + team
UX & Brand Designer w/ candycode
skills
Web design
project overview
This project was done as a part of my Springbaord education. We were tasked at solving a problem in a certain industry and I chose e-commerce. Initially, the company was supposed to sell bikes but I asked to change it to something that I love- music.
problem
Companies have traditionally used population balances and mathematical models that fail to represent the intricacies of human behavior.
solution
Craft a minimal but approchable brand that represents ant’s powerful algorithm to accurately represent the intricaices of human behavior
What is ant
Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.
what
an AI platform that creates synthetic audiences of specific demographics that mimic human behavior with high accuracy
who
Businesses in the industries of consulting, public policies, and real estate
why
Traditional user research is slow, costly, and hard to iterate at speed
Niche audeiences are hard to reach
Faster insight = faster decisions, launches, and pivots
In summary,
Ant would be a valuable tool because it is...
Precise
Adaptive
Cost-effective
research
Using the brief, I needed to define what Ant was and the unique value it would bring to companies.
competitive research
To understand how Ant could differentiate itself, I analyzed the branding and websites of two companies offering similar solutions.
aaru.com
about
build whole-world simulations that model complex human systems so decision-makers can predict, test, and shape real-world outcomes.
target users
governments
political campaigns
enterprises
brand
cerebral
provacative
power-oriented
societies.io
about
enables instant, scalable research by simulating millions of deeply human personas to unlock insights from audiences traditional methods can’t reach.
target users
enterprise research, strategy, & product teams
brand
sleek
futuristic
authoritative
user persona
I focused on this persona as it would be a key distinguisher in the competition: consulting, public policies, and real estate
Dr. Lisa Johnson
47; D.C
Deputy Director of Policy Strategy
Thoughtful
Ethtically driven
Risk-aware
goals
Design public policy that meaningfully improves people’s lives
Anticipate public reaction across diverse demographics
Reduce political, social, & economic risk
Pain Points
Traditional research is slow
Public attitudes change fast
Pilot programs are risky and expensive
AI is questionable
research synthesis
Competitive research revealed that existing platforms in the space tend to emphasize either large-scale, power-driven simulations or enterprise speed and efficiency, often resulting in experiences that feel authoritative but emotionally distant.
Paired with insights from the public policy persona, this highlighted an opportunity for Ant to differentiate by leading with a more human-centered approach- one that is ethically driven, risk-aware, and inclusive, without sacrificing technical rigor.
By positioning Ant more empathetical, precise and visually lighter within a traditionally dark, heavy tech landscape, the brand can feel both accessible and scientifically credible.
the design brief
Using the brief, I needed to define what Ant was and the unique value it would bring to companies.
BRAND ATTRIBUTES
-Precise
-Disruptive
-Borderless
-Holographic
-Synaptic
DOES NOT WANT
-Gimmicky
-Static
-Retro
-Manual
-Soulless
BUSINESS GOALS
-Reduce intimidation by making the company’s complexity feel approachable
-Demonstrate clear value and need
It became clear that Ant’s brand needed to strike a careful balance: legitimate and authoritative, yet inviting and human. While the technology is complex and deeply technical, the visual identity had to reduce intimidation and build trust through clarity, restraint, and warmth.
stylescapes
I presented two distinct style scapes to the client, each informed by insights from the research and grounded in the design brief.
Idea 1: Digital Twin
This style scape explores a digital-twin aesthetic, blending high tech feel with organic imagery to reflect how ANT precisely mirrors natural behavior. A vamped up red with soft, atmospheric nature imagery brings confident energy while keeping the experience grounded and approachable.
Technological
Energetic
Natural
Idea 2: Minimal Ant
This style scape leans minimal, editorial, and enterprise-ready, focusing on clarity and restraint. Dithered nature imagery bridges the organic and the digital, pairing natural forms with a distinctly technological texture. I pushed the crimson red forward as a symbol of Ant and insight, pairing it with a neutral, nature-inspired palette to establish trust, clarity, and credibility.
Minimal
Editorial
Neutral
After reviewing the first two style scapes, the client asked us to merge select elements from each to create a more unified expression of the brand.
Idea 1+2: Minimal Digital Ant
This final style scape brings together the strongest elements from both directions. It preserves the crimson red as a bold signal of ANT and insight, carries forward the dithered nature imagery to express the digital-twin concept, and adopts a cleaner, more restrained UI to meet enterprise expectations.
Clean
Scientific
Subtle Technology
crafting the brand
THE BRAND
Systems in Nature
This brand was designed with nature as its foundation. Ant draws from natural systems- because it is replicating them. The visual language leans into organic imagery to reflect how intelligence emerges in nature, while remaining fresh, clean, and scientific in its execution.
To balance nature and technology, I used dithered effects across natural imagery, creating a technological feel without losing warmth. The crimson red requested by the client remains grounded by soft blue and muted beige as a subtle nod to the natural world. The result is a system that feels precise yet inviting- technological, but human-centered.
The Logo
The “A” in Ant is an ant head to symbolize collective intelligence, balancing soft curves with sharp edges to feel technological yet approachable.
Color pallette
Crimson red anchors the brand, while nature-rooted neutrals and cool tones create balance, trust, and technological calm.
Abc
abc
typography
Ant’s typography balances technology and nature—pairing Inconsolata’s technical precision with Onest’s softer, more organic tone.
Headers/Headlines
Inconsolata
Inconsolata conveys quiet technical authority- rooted in code and computation, with a precise, modern, and intentionally utilitarian feel.
Abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
Body
Onest
Onest is a contemporary sans-serif that feels clean, rational, and digitally native—designed for clarity and scalability across modern tech interfaces.
Abcdefghijklmnopqrstuvwxyz
Abcdefghijklmnopqrstuvwxyz
0123456789
creating the website
The project only called for branding and two stylescapes. However, I wanted to take it a step further to see what the brand I created would look on a website.
Using their current website as bones, I thought about what sections and features were important to showcase.
1
Hero
2
Overarching Info
3
Why Valuable
4
How its Measured
5
Contact
business/design goals
Reduce intimidation
Demonstrate clear value and need
call to action
Join waitlist
Inquire more
sections
1
Hero: In the previous hero, users didn’t immediately understand what Ant does. To address this, I added a concise blurb next to the logo in the top navigation for instant clarity.
2
Overarching info: This section establishes what Ant is, who it’s for, where it fits, and the impact it delivers. Because the content is information-dense, I organized it into a slide-based format to reduce cognitive load and introduced a clear CTA.
3
Why valuable: I wanted to create an eye-catching graphic on highlighting how Ant adapts to any question, allowing users to test scenarios dynamically and evaluate outcomes at any stage.
4
How its measured: A visual breakdown of the metrics Ant measures, alongside a comparison to other LLM models in the market.
5
Contact: A streamlined contact form that allows users to either inquire or join the waitlist. Previously, these were separated, but consolidating them into a single form with selectable options improves clarity and reduces friction.
project overview
link to website
relfection
what info is necessary? What type of layout would provide a balanced but experience to lead the user to CTA?
results
Designed a brand and splash page from the ground up for an early stage start up
Received positive feedback from the founder and key stakeholders
Established a clear, conversion-oriented foundation for future product growth
reflection
Ant was my first real-world project, and one I was genuinely grateful to take on. It challenged me to think beyond aesthetics and really understand the space a company is stepping into. I learned how important it is to study context- competition, audience, and positioning- before making design decisions. This project showed me how powerful a strong brand and website can be, not just visually, but in their ability to shape perception, create confidence, and move a company forward.
key takeaways
Communication is inspiration
A clear takeaway is the value of input from all directions. Collaborating with engineers and teammates who operate daily in the tech space brought perspectives I wouldn’t have reached on my own.
Creating a website is interpretation
Delivering a brand system and then seeing how it’s interpreted in implementation reinforced why clear style guides and usage principles matter. This experience helped me better anticipate handoff moments, design with flexibility in mind, and ensure that a brand can remain cohesive even when executed by different teams.