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.