Jupi

Is growth holding you back?

It feels like a trick question, but for scaling businesses it’s a common catch-22. Indeed, the more successful leaders become, the more they inevitably have to delegate and deliberate—and the more they can lose grip on their company’s decisions, direction and overall quality.

In an attempt to steer their ships back on course, C-suites overcompensate, implementing choices which only add to the growing complexity. And that, through no fault of any one individual, is where the frustration creeps in.

The Was

Jupi works smarter. Built into your company, its AI-powered OS learns from your actions, habits and culture to align every quandary you face to your overarching strategy. In the same way sales use a CRM to land robust forecasts, it helps leaders take control of the situation, execute against industry standards, foster trusts, eliminate bias and make the most informed decisions possible. You know, all the things that were stunting that aforementioned growth

The How

It sounds complicated, but in reality it couldn’t be more simple. Surreally simple. Replacing noise, bureaucracy and bottlenecks with a culture of rapid-fire transparency, Jupi empowers decision makers, decision takers and decision shapers alike. As for the identity, with everything else taken care of, it gave us the freedom to stop thinking, and just do – and we had some fun with that.

Imagine Rodin’s Thinker standing up. That’s the inspiration behind the Jupi logo. A more active personification of cerebral and poetic intelligence, the character moves the brand forward with clarity and intention. It’s a similar story verbally. Decisive in both message and tone, our voice of certainty inspires language which makes you think, but not for a second more than you need to.

Which gives you plenty of time to enjoy the Magritte-esque illustrations at the heart of the brand. From the serene to the strange, each metaphorical creation reflects the decision-making challenges Jupi tackles every day with playfulness and depth. Whether it’s walking the tightrope of complexity, gaining greater control or simply watching the stars align, the full set communicates themes of harmony, collaboration and trust in its own surreal way.

Add in iconography built off the logo’s rugged forms, a serious typeface that’s not straight-laced and motion that melts like Dali’s clocks, and you have a brand system as effective as the decisions Jupi makes.