Client: Chipp | 7 weeks | 2024
Repositioned an emerging AI company with co-created branding
Chipp was transitioning from a payment-processing platform to an all-in-one AI product. Their new vision? Chipp takes care of the technical heavy lifting so anyone (not just developers) can easily build, brand, launch, share, and monetize custom AI tools in an ownable, scalable way.
But their existing brand told a different story. The visual identity leaned heavily into the typical tropes of the tech world: sterile, cryptic, and optimized for users already familiar with AI and GPTs. The challenge was clear: craft a brand that reflects Chipp’s core belief that AI isn’t just for coders or corporations with big bucks to spend; AI is for everyone.
Within 7 weeks, Aqil drove initiatives to align on Chipp’s vision, voice, and visual direction. Collaborating closely with the team, Aqil delivered a bold yet approachable rebrand that made Chipp instantly recognizable in an industry of expected sameness. The result is a unique visual language that stands out amongst the AI crowd. In a market full of intimidating, futuristic visuals, Chipp seeks to be the friendlier expert on the block.
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Co-Design Partner, Principal Brand Designer
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Vision & Mission Strategy, Design Thinking Workshops, Competitive Analysis, Tone of Voice, Illustration, Branding, Brand Playbook
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Miro, Figma, Adobe Suite, Google Suite
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The Problem
Chipp was undergoing a fundamental business model transition; it demands a full brand repositioning to shift perception with existing users, attract a new buyer profile, and signal credibility in a new category.
Creator-audience customers experience AI tools as intimidating and exclusionary. The technical, developer-facing brand Chipp had built was actively signalling 'not for you' to the exact people the new business model needed to reach.
The Approach
Aqil scoped and led a 5-week brand intensive, surfacing their vision, values, voice, and visual direction, identying whitespace, & completing a new brand identity playbook.
The Impact
Chipp saw a 400% increase in its user base. Secured a $2M seed raise, repositioning Chipp as a credible champion of accessible AI. Recognized with an RGD International Branding Award.
“Truly an amazing testament to your branding talent. Very excited to see it won an award!”
— Hunter Hodnett, CTO, Chipp
Reflection
“The Chipp rebrand was a turning point in my journey as a strategist and creative leader. It stretched my ability to guide teams through ambiguity and to translate technical innovation into human emotion. It also challenged me to balance storytelling, strategy, and technology, leading a rebrand that not only elevated the company’s presence but unified its purpose. Seeing the work recognized by the RGD International Branding Awards was a reminder that clarity and heart can coexist, even in fast-moving tech environments.”