Identity Exploration for Sub-Surface AI
Baker Hughes required a visual identity to internally pitch a new AI platform for sub-surface analytics. To separate this venture from traditional oil and gas operations, the brand needed the structural simplicity of a Silicon Valley tech company.
I developed three distinct concepts to test different positioning strategies. The “erth” direction emerged as the strongest fit. Its symbol uses concentric layers to represent sub-surface data, providing a minimal aesthetic that distances the platform from legacy energy brands.
Custom iconography, brand patterns, a landing page mockup, and banner designs formed a unified system that demonstrated how the brand would perform across digital layouts and corporate collateral.
The “erth” direction secured approval during the final presentation. As an exploratory pitch, it provided the visual foundation to validate the new platform.
