Slim.AI is revolutionizing developer operations when it comes to cloud-native applications development. Sprout was engaged to develop an identity system for the Slim.AI brand and to bring the identity to life in the Slim.AI digital experience. The brand positioning is grounded in three design-friendly principles. We are efficient, cloud-native, and playful. Every decision behind the development of the visual identity and the website embodies or expresses these attributes.

When we heard the Slim.AI team characterize their offer as “a revolution” it resonated with the Sprout design approach that invites teams to explore “mild to wild” ideas and push boundaries.

For starters, the online aesthetic relies on light pastel colorways to establish an optimistic look and feel for the UX. Unexpected and slightly irreverent, the tone runs counter to the dark mood typically embraced by developer tools. Simple, clean illustrations punctuate body content to create fun interactive narratives. Each illustration is built from discrete cloud elements that each become assets in a library of reconfigurable storytelling tools.

This mix and match process for creating visuals led to the “discovery” of Codi, a nonbinary, cloud mascot built from two ASCII chevrons facing left. This left-facing gesture is a nod to the “shift left” operation that developers use to create more efficient workflows. Codi is a playful, on-brand character who can take on different personalities via subtle changes in the shape of his “mouth.” Like the earliest emoticons, he/she can flex to rant or react or rage, adding a kinetic dimension to the Slim.ai brand experience that is native the medium.