Totumai
Totumai develops AI models designed to personalize voice and tone so large-scale communications can resonate with people on a personal level. Their first product focuses on financial communication—helping individuals translate complex financial language, research topics, and prepare more confidently for meetings with their advisors.
Date
March 2026
Role
Art Direction, Web Design, Video
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The Challenge
Most AI brands lean heavily into technology—abstract data visuals, gradients, and futuristic aesthetics. But Totumai’s value comes from something more human: understanding personality, emotion, and communication styles.
The identity needed to reflect how the platform interprets people as individuals while still signaling intelligence, structure, and advanced technology. It also needed to support a range of applications, including a website, a product whitepaper, and video content for social media.
The Approach
The visual system was built around the concept of personality as a collection of observable traits—how people think, feel, behave, and express themselves.
Black and white photography plays a central role in the brand. By removing color, the imagery focuses attention on facial expressions, subtle emotions, and human detail—creating a more intimate connection with the viewer and highlighting the individuality Totumai aims to understand.
By combining photography, color, shapes, and patterns, the identity expresses both human emotion and computational interpretation—mirroring the way Totumai translates personality into something technology can understand.
The Outcome
The resulting brand balances humanity and intelligence, positioning Totumai as a platform that enhances communication rather than replacing it.
The visual system was applied across a range of touchpoints, including the company’s website, a whitepaper brochure explaining the product vision, and a series of social media videos. Together, these pieces create a cohesive identity that communicates the company’s mission: using AI to make communication more personal, clear, and meaningful.
