Brand Strategy

Brand Strategy

Space

Space

Identity Design

Identity Design

Furiosa AI, Korea's AI chip contender, given a brand to believe in

Year

2022

Client

Furiosa AI

Timeframe

4 months

As

Lippincott Team

BRIEF

FuriosaAI had a name — one drawn from the Mad Max universe, chosen deliberately by a founder with a clear sense of what the brand should feel like. What it didn't yet have was a brand system. With CVPR 2023 locked in as a hard deadline and the public debut of Warboy, the company's first AI inference chip, on the agenda, the task was to build a complete identity from scratch: visual language, website, design system, IR deck, trade show booth, and physical execution — all within a single timeline. Post-pandemic US trade show logistics had become unreliable. The booth manufacturer was far from the venue, supply chains were unstable, and there was no room to slip.

FuriosaAI had a name — one drawn from the Mad Max universe, chosen deliberately by a founder with a clear sense of what the brand should feel like. What it didn't yet have was a brand system. With CVPR 2023 locked in as a hard deadline and the public debut of Warboy, the company's first AI inference chip, on the agenda, the task was to build a complete identity from scratch: visual language, website, design system, IR deck, trade show booth, and physical execution — all within a single timeline. Post-pandemic US trade show logistics had become unreliable. The booth manufacturer was far from the venue, supply chains were unstable, and there was no room to slip.

SOLUTION

The founder's reference — a renegade character defined by precision and uncompromising force — gave the brand a clear point of departure. Rather than softening FuriosaAI into another clean-tech aesthetic, the identity leaned into that character: sharp, technical, assured. The visual system was developed to scale across every CVPR touchpoint simultaneously — digital (website, design system), collateral (IR deck), and physical (exhibition booth). Space design and logistics were planned in tandem to absorb the unpredictability of post-pandemic production and shipping. The brand didn't feel like a launch — it felt like FuriosaAI had always looked like this.

Warboy made its public debut at CVPR 2023

MY ROLE

Completed as Brand Strategist/Designer at Lippincott Seoul


  • Brand strategy and brand platform

  • Brand strategy oversight: ensuring design development remained anchored to the strategic brief throughout the creative process

  • Exhibition space design for the CVPR trade show

  • Trade show logistics management

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hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

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The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

Let's talk

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

Home

About hojo

Works

Contact

The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

Let's talk

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

Home

About hojo

Works

Contact

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