Deci develops an AI platform that bridges the gap between human expertise and computational power. Its technology helps deep learning engineers in the development and optimization process. This allows them to automatically create state of the art models that run faster and more accurately – on any hardware. As a preliminary stage of the branding process, we created the brand promise “Break the AI Barrier,” which served as the foundation for building the brand language. We used neon blue as the brand’s primary color, functioning as a highlighter and reflecting how the solution sheds light on customers’ activities and data. With the brand language, we highlighted DECI’s unique value proposition as an AI competitor alternative.