As the sole brand designer behind Irreverent Labs’ generative video AI, Supermodel, I developed a visual and narrative identity rooted in elegant simplicity. With high-contrast black-and-white visuals and minimalist styling, the brand was intentionally designed to recede—letting the AI-generated video output take center stage. I crafted the logo, typography, color palette, tone of voice, and brand guidelines from scratch, establishing a design system that translated seamlessly into product UI.

Challenge & Impact

When I was tasked with branding Supermodel, Irreverent Labs’ generative AI video platform, the product was still in flux—no defined product audience, evolving goals, and no finalized output. I leaned into that ambiguity; built and tested multiple narrative directions before arriving at a clean, confident visual identity around bold simplicity: a quiet brand that wouldn’t compete with the content it helped create.

The result was a refined, stylish presence that set the stage for Supermodel’s cinematic output. It helped position Supermodel as a standout in the generative AI space. The brand identity I established defined the product’s personality, unify internal teams, and energize investors before the product even launched.

The full Supermodel.ai Brand Book is available for in-person review.