Propel AI – Generative & Interactive Branding
How might we humanize artificial intelligence without diluting its technical power? Propel, a new AI accelerator, set out to redefine how innovation and empathy coexist in the AI space. Over six weeks, our team developed a brand and interactive experience that made AI feel not only intelligent—but alive, collaborative, and human-centered.
DAte
Jun 1, 2025
Category
Branding
Reading Time
12 Min
Challenge
Propel, an AI accelerator, needed to cut through the noise of artificial intelligence. They sought a brand that felt technical yet retained humanity at its core. We provided a branding package that emphasized simplicity and moments of surprise, paired with a clear, grounded voice. Alongside the brand, we designed a landing page experience that functioned as an open-source repository for AI knowledge.
Team
Wolfe Erikson · Aniruddh Ravipati · Lisa Guo
Timeline
6 Weeks
Branding
Propel needed a visual language that could communicate the technical essence of artificial intelligence without masking its mechanical nature. We designed a generative mark—defined by parameters that ensure every iteration remains recognizably Propel. The system included a complete visual toolkit:
ThinkSpace
Propel also needed an interactive experience to feature at conferences and events—a collaborative touchpoint that invited participation from both established and emerging voices in the AI space. We delivered ThinkSpace, an open-source research repository that uses AI modeling to organize and surface community contributions. Functioning as a public wall, ThinkSpace allows users to share thoughts, ideas, and experiments about AI. It serves as a living forum and a platform for Propel to share its own visions for the future of intelligence. Similar to collaborative whiteboarding tools like Figma or Mural, ThinkSpace is designed to feel intuitive, engaging, and alive—a time capsule of collective experimentation and imagination.