Line graph showing the number of cultural artifacts found and preserved over years, with a peak around 2018. 
THE BRIEF

I contributed to the brand development for Perle, an AI platform focused on high-quality, scalable data labelling, annotation, and RLHF, initiated by Kiva.ai.

Working within a human-centred approach to AI, I helped shape elements of the visual identity, social presence and website landing page - supporting a brand positioned to make advanced, specialised AI development feel credible, accessible, and grounded in real expertise.

View the live site
A computer monitor displaying a website with a profile silhouette of a woman's face against an orange and red background, mounted on a stand above a textured surface.

Kiva.ai set out to redefine how an AI infrastructure company shows up - in a category crowded with sameness.

These were the goals: differentiate from competitors relying on identical palettes and jargon-heavy positioning; make a complex, technical offering feel genuinely approachable; and build a brand people recognise, trust, and want to be part of.

The ambition was bigger than visibility. They wanted to create a beloved, human-centred AI brand - attracting top talent and earning preference from teams of all sizes looking to build specialised AI solutions.

We explored three distinct brand and naming directions to pressure-test Kiva.ai’s positioning.

THE PROCESS

A colorful gradient background with the Perle logo and text in the center.
Bright yellow background with black stylized logo on the left and the word "AIESTAS" in a futuristic font
Blue background with a pattern of small dots and the word 'Humainity' in white text, next to a white abstract star shape.

From there, we explored a range of logo concepts - each grounded in a distinct meaning and strategic intent.

LOGOS

PERLE

The chosen direction - Perle - captures the core idea behind the platform: something valuable surfaced from complexity.

The name and identity were designed to feel elegant, memorable, and precise, with a visual language that reinforces clarity rather than obscuring it.

From there, the system expanded across iconography, motion, web, and social — each element designed to feel intelligent, approachable, and unmistakably human.

A gradient background from orange to red with a white abstract shape and a circle in the center.
Colorful abstract pattern with zigzag lines in shades of purple, yellow, orange, and pink, with a white star-shaped graphic in the center.
A display screen with a red background and a white abstract logo in the center, mounted on a dark wall.
Abstract orange, peach, and cream-colored swirling background with the Perle logo and text in white.
A digital HUD with red grid lines, circles, and a central white circle, resembling a targeting or scanning interface.
Large auditorium with empty seating facing a brightly lit orange screen with a white logo in the center.
Close-up of a white tag with a red logo, attached to red fabric.
Bright orange and yellow lantana flowers and green leaves in a garden
Stack of white business cards with red text and symbols on a reflective, metallic, textured surface.
A futuristic digital interface with red glowing lines and circles on a black background, resembling a high-tech HUD or sci-fi control panel.
Book cover with a distorted image of a woman's face and multiple earrings, featuring the text 'Anna Field, Expert in neurobiology and oncology - PhD'.
Smartphone displaying a LinkedIn profile page for Perle, a company focused on human feedback solutions. The profile shows the company logo, location in San Francisco, and details about its mission, followers, and funding. The phone is resting on a ta