AI and Design: Balance in Opposites

Yeah, we are doing this. Jumping on the AI train.

Recently, we had the pleasure of working on both sides of the AI coin. In the span of a few months, we worked with two very different clients. One of the projects had us diving into the fast-paced, saturated world of AI assistants with Ask AI, while the other challenged us to craft a thoughtful, reassuring platform for York University’s ongoing policy review of generative AI in academia. As it turns out, designing for two seemingly opposite sides of the AI conversation was the perfect exercise in creative adaptability.

Let’s start with Ask AI. The challenge? Without adjusting the original logo, how can we stand out in an ocean of friendly, helpful chatbots. We approached their visual rebrand as an opportunity to inject personality and distinctiveness into a crowded space. The AI industry is buzzing with innovation, but it is also all sameness — endless logos with circuit-like patterns and gradients. We played with vibrant colours and bold typography. We created an asset library of abstract 3D forms which helped build a visual language that suggested curiosity and forward-thinking energy. Marketing for AI walks an interesting line of needing to feel techie but not cold. It wasn’t just about looking futuristic; it was about feeling human and appealing to humans. 

Meanwhile, York University presented an entirely different design challenge: how to talk about generative AI without inducing an existential crisis in the students and faculty that would use the site. The university is proactively reviewing its policies around generative AI, and they wanted a platform that would inform without feeling alarming. We leaned into approachability, usability and the viewer’s needs. We used York’s brand, a series of abstract impressionistic imagery and clear, jargon-free language provided by the client to turn what could be a heavy topic into an invitation for dialogue. The goal was to position AI as an evolving tool, something that could enhance learning and research rather than get in the way.

What tied both projects together was the underlying sense of excitement for what AI represents. There is a lot of negativity surrounding AI’s impact on industry, but we are interested in seeing the positives. It has been a balance for sure. With Ask AI, we were helping their in-house team expand their marketing potential, and with York guiding an academic institution through a complex policy landscape. The common thread with both of these was the potential for growth and discovery.

AI is reshaping industries and challenging norms. For some it is scary, and with others it is making them rethink the limits of creativity and knowledge. Designing within this space feels like standing at the edge of something vast and pretty unknown — a little daunting, sure, but mostly exhilarating. Creating brand touch points in these ways inspired us to see the possibilities. Our studio knows that AI isn’t just a tool, but we are super interested to see what it does become.