#Brand Identity #Token Design #Platform UX #Marketing Strategy
OpenServ
Designing the future of autonomous AI agent collaboration
Platform
AI Agent Marketplace & Collaboration Framework
Deliverables
Visual Identity • Token Platform UI • Marketing Assets
Role
Brand Experience Designer
OpenServ.ai is a platform for finding, curating, and deploying teams of autonomous AI agents. The platform enables businesses to leverage multi-agent collaboration for complex problem-solving. My role was to create visual assets and marketing materials that could communicate sophisticated AI technology to both technical developers and business decision-makers.
The Discovery
During initial research, I identified that OpenServ's existing brand was generic and failed to communicate AI effectively. The visual language didn't reflect the sophistication of multi-agent collaboration or create distinction in a crowded AI market.
In conversation with the CEO, I learned the existing brand elements were inspired by his favorite snowboarding brand – a personal preference without strategic foundation for an AI platform targeting technical developers and enterprise clients.
The gap was clear: we needed a visual system that could communicate complex AI concepts while serving dual audiences – developers building agents and business leaders deploying them.
Brand Audit Findings
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Generic identity
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No AI communication
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Snowboarding inspiration
Before: Generic
Goal: AI-native
Research-Driven Discovery
Brand Perception Research
To validate initial observations about the brand's effectiveness, I conducted a perception study with 115 respondents—mixing internal team members and external networks spanning technical and business audiences.
115
Respondents
Internal team + external network
9
Questions
5-point Likert scale evaluation
3.2
Overall Score
Out of 5.0 possible
Strongest Performance
3.5/5
Trust & Competence
Visual-Message Alignment
5 stars
42%
4 stars
39%
3 stars
29%
2 stars
13%
1 stars
3%
Weakest Performance
2.9/5
Competitive Differentiation
"Does the name stand out from competitors?"
5 stars
6%
4 stars
21%
3 stars
37%
2 stars
23%
1 stars
13%
The Trust Paradox
The brand successfully communicates trust and professionalism (3.5/5)—critical for enterprise adoption—but fails at differentiation (2.9/5) and innovation perception (3.3/5).
This creates a "safe but forgettable" brand—problematic in a competitive AI market where memorability drives consideration. In a field with distinctive names like Anthropic, HuggingFace, and Replicate, "OpenServ" feels derivative of the "Open___" pattern (OpenAI, OpenCV, OpenStack).
Want to dive deeper into the methodology and all 9 research questions?
The Initial Plan
With green light from leadership, I began work on a comprehensive rebrand. The goal was to create an AI-native visual identity that could communicate the platform's sophistication while remaining accessible.
Rebrand Scope
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Color palette evolution reflecting AI technology and trust
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Logo/icon refinement for better digital scalability
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Typography system balancing technical and approachable
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Visual language for AI agent representation
Initial Green Light
Leadership approved moving forward with rebrand exploration. Initial presentations of color palette studies and icon updates were well-received.
The Pivot
The Hand Brake Moment
As I presented refined color palettes and updated iconography, the CEO decided to suspend the rebrand. The existing brand would remain unchanged.
This is the reality of design work: stakeholder decisions sometimes override strategic recommendations. The challenge shifted from "How do we rebrand?" to "How do we create cohesion without touching the core brand?"
What I Couldn't Change
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Core brand identity
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Primary color palette
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Logo/icon system
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Typography foundatio
What I Could Build
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Token visual identity
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Agent character system
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Platform UI components
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Marketing templates
Working Within Constraints
With the core brand off-limits, I focused on creating visual cohesion through the elements I could control: a comprehensive design system for sub-brands, product UI, and marketing communications.
The Strategy
1
Extend, Don't Replace
Build complementary visual systems that respect existing brand while adding sophistication
2
Create Sub-Identities
Develop distinct visual languages for token, agents, and platform that maintain family resemblance
3
Elevate Through Craft
Use illustration quality, UI polish, and thoughtful templates to raise perceived brand value
Token Identity
Created token visual identity with clear brand connection while establishing its own recognition in the crypto ecosystem
Agent Character System
Developed modular character library in Figma with customizable components for diverse, consistent agent representation
Marketing Templates
Built social media and content templates that elevated brand perception through consistent, polished execution
What I Built
Unable to touch the core brand, I focused energy on creating high-quality assets that could elevate OpenServ's presence across product, marketing, and community touchpoints.
Agent Character Library
Built a comprehensive Figma component library with diverse, customizable agent characters. The modular system allows for millions of unique combinations while maintaining visual consistency across the platform.
Character Library in Action
The agent character system I developed became the visual foundation for the platform UI. Working in partnership with a UX designer, we integrated the character library into key user flows—agent selection, dashboard, and onboarding.
My contribution focused on the character design system itself; the UX designer translated this into functional product interfaces. The screens below showcase how the modular character components adapt across different contexts while maintaining visual consistency.
Token Platform Interface
Created a dashboard that makes complex tokenomics accessible. Users can track earnings, manage owned agents, and understand the economics of the ecosystem at a glance.
Strategic Communication Assets
One of my key contributions was translating OpenServ's technical roadmap into accessible visual narratives. This work bridged the gap between engineering milestones and stakeholder communication.
Building Community Through Design
Created a consistent social media presence across platforms, using visual templates that balanced information density with engagement. The design system extended seamlessly from the product to community touchpoints.
Educational Content Strategy
Developed infographics explaining complex AI agent capabilities in accessible ways. Topics included cognitive frameworks, multi-agent collaboration, and ecosystem benefits. Each piece balanced technical accuracy with visual clarity, serving both technical and non-technical audiences.
Impact Within Constraints
While I couldn't address the core brand limitations, the assets I created made a measurable difference in how OpenServ communicated with its community and presented its platform.
Marketing Presence
Social media templates and content assets improved consistency and professionalism across community channels
Community Growth
+1.5K X • +220 Discord • +1K Telegram
Design System Foundation
Agent character library and token identity provided reusable components for product development
Assets Created
Character library • Token identity • UI components
Communication Clarity
Roadmap infographics and educational content made complex AI concepts more accessible
Visual Storytelling
Roadmap • Tokenomics • AI capabilities
The Honest Assessment
What Improved
OpenServ's sub-brand systems (token, agents, platform UI) achieved visual consistency and professional execution. Marketing materials elevated perceived brand quality despite core brand remaining unchanged. The agent character system provided scalable components for product development.
What Remained Limited
The underlying brand still didn't effectively communicate AI sophistication. The snowboarding-inspired identity remained a disconnect from the platform's technical capabilities. My work improved presentation but couldn't solve the fundamental positioning challenge without touching the core brand.
What I Learned
Design Under Constraints is Still Design
The pivot from rebrand to asset development tested my ability to deliver value within tight boundaries. I learned that constraints don't mean compromise—they mean focus. By channeling energy into what I could control, I still significantly improved OpenServ's visual presence.
Stakeholder Navigation is a Design Skill
The CEO's decision to maintain the existing brand, despite its limitations, reinforced that strategic recommendations don't always win. Understanding when to push and when to pivot is as important as the design work itself. This experience sharpened my ability to find alternate paths to value creation.
Not Every Project Follows the Plan
Portfolio pieces often show the ideal outcome. This project was messy—initial approval, then reversal, then improvisation. But messy projects teach more than perfect ones. Learning to pull the hand brake, reassess, and deliver value through a different route is what separates theoretical designers from practitioners.
Sub-Brands Can Elevate the Parent
Creating distinct visual identities for the token, agent characters, and platform UI—all while respecting brand constraints—taught me how polished sub-systems can lift perception of the entire brand. Quality and consistency in the details matter more than sweeping changes.
Project Reflection