25/05/2026
We rejected the usual AI branding clichés.
No blue gradients. No cold futurism. No generic tech aesthetics.
Excited to finally share our work for Contra Labs — created in close collaboration with the Contra team.
Together, we built a brand experience rooted in a different perspective:
Reimagining AI culture through human creative history.
Inspired by art, craft, systems, archives, and the evolution of human creativity — the identity explores AI not as a replacement for culture, but as part of its next chapter.
Our scope included:
— Brand Identity
— Art Direction & Image System
— Development of custom imagery tools
— Website & Interaction Design
Huge shoutout to the entire team for the trust, collaboration, and openness to build something culturally driven and different in the AI space.
And special thanks to Alex Karpodinis for bringing the website experience to life through the build.
Created by Heed Collective for Labs
