For Jupi, a new AI-powered OS for executive decision-making, How&How crafted a visual identity that’s both deeply cerebral and radically simple, where melting clocks meet boardroom clarity.
What does decision-making look like in 2025? If you ask Jupi, it’s part science, part strategy, and part surrealism.
Jupi is the latest venture from serial entrepreneur Nick Hernandez, founder of 360 Learning, and it promises to bring clarity to the murky waters of high-stakes leadership decisions. Built as an AI-powered operating system for growing companies, Jupi learns from the habits, behaviours and culture of its users to help guide strategic decisions, from budget allocations to organisational design. Think of it as a CRM for leadership that’s always learning, always anticipating, always cutting through the noise.
To bring the brand to life, Nick partnered with strategy-led design studio How&How. The result is a thoughtful and poetic identity that walks the tightrope between sophistication and simplicity, mirroring Jupi’s product promise in every detail.
“We approached the brand armed with a narrative from FNDR and a creative idea of surreal simplicity,” explains Cat How, founder and creative director at How&How. “That contrast plays out in every touchpoint: a minimal colour palette grounded in clarity, paired with metaphor-rich illustrations by Daniel Liévano, and a decisive tone of voice that’s unburdened by jargon.”
That tension between structure and strangeness, logic and lyricism, runs through the heart of the project. It’s perhaps most evident in the logo. Inspired by Rodin’s Thinker, the mark envisions the statue not in its usual pensive pose but rising to its feet – a symbol of action, progress, and applied intelligence.
“We made Rodin’s Thinker into the Jupi’ Walker,'” says Cat. “It captures the cerebral intelligence at Jupi’s core but channels it into progress.”
Typography and motion also play key roles. The bespoke wordmark is serious but not stuffy, with enough idiosyncrasy to feel human. In motion, the identity draws inspiration from Dali’s melting clocks, with smooth and slightly surreal transitions designed to evoke a sense of intelligence and calm. It’s an interface that thinks before it speaks and then speaks with confidence.
The tone of voice is equally considered and can be defined as crisp, clever, and always on the front foot. “We wanted the voice to reflect how Jupi makes you feel after using it – informed, empowered, clear,” says Cat. “The cerebral layer comes from metaphor and unexpected language. The playfulness adds approachability and memorability.”
If the voice sets the tone, the illustrations bring the story home. At the centre of the visual system is a suite of surreal, Magritte-inspired artworks, serving as visual metaphors that capture decision-making dilemmas in abstract but emotionally resonant ways.
Walking tightropes, aligning stars, and navigating mazes aren’t literal solutions, but they frame the challenges that leaders face in a way that feels imaginative rather than intimidating.
“Surrealism gave us a visual language for the intangible,” says Cat. “It mirrors the clarity Jupi brings to opaque problems while adding depth and emotion.”
It would be easy – tempting, even – to build an AI brand that leans into tech clichés, like floating brains, blue gradients and clinical interfaces, but Jupi resists the obvious. In a sea of AI sameness, it stands out by leaning into metaphor, meaning, and warmth. It’s an identity that feels built for humans, not just for machines.
That human-centred clarity is what makes the brand tick. Everything from the stripped-back palette to the iconography – inspired by the rugged forms of the logo – is designed to feel structured but alive. Even the animation, Cat says, is a deliberate act of softening: “Every transition serves a purpose – to reduce friction, draw focus or reflect the ‘thinking’ behind the interface.”
The collaboration with Nick, she adds, was unusually enriching. “Nick brought not just a vision for the product but a philosophical clarity about decision-making itself – what slows it down, what breaks it, and what helps it thrive. That insight was gold.”
That shared clarity gave How&How freedom to play but also a clear north star. The result is a brand that doesn’t just feel smart – it feels grounded. Purposeful. Ready to go.
What sets Jupi apart is that it’s not trying to be the flashiest AI platform, and it’s not promising to replace human thinking with automated answers. It helps leaders navigate complexity, regain control, and make better decisions quickly. The brand reflects that ethos at every turn.
In a market where AI tools can often feel cold, clinical or overly complex, Jupi and How&How offer something rare through a system that feels both intelligent and instinctive. The brand reminds us that even the most advanced technologies still require a human touch.
