Brand, website, and app
for a calm guide to AI
The Framework is Marcel Salathé's audio course for people who want to understand AI without following every headline: fifty short lessons based on his best-selling book, plus a new exploration every week. I designed all of it: the identity, the marketing site, and the app.
Brief
Marcel Salathé is a professor at EPFL, co-director of its AI Center, and the author of a best-selling book on AI. The Framework grew out of it: an audio course made to be listened to on a walk or a commute, away from the noise that usually surrounds the subject.
Brand
AI branding tends to shout. The Framework is built for quiet attention, so the identity leans the other way: a deep green palette, editorial typography, simple layouts, and abstract imagery instead of the usual AI clichés. The logomark is a frame with its bottom left corner flipped vertically, so the left side reads as an F.
Website and app
The app is where most of the work sits. Home, courses, the lesson player, weekly explorations, onboarding, sign-in, and the subscription flow, designed screen by screen for iOS and Android. The website's job is simpler and more commercial: explain the idea, show the product, and take people to the stores.
A long-running collaboration
Marcel and I have been working together for nearly a decade, across projects at EPFL and beyond. There was no pitch and no discovery phase; a short call set the direction, and the work started the same week.
Jason is an exceptional designer. His work on The Framework app and identity is brilliant — he has a rare ability to take an abstract idea and turn it into something visually striking and coherent. At this point, I can't imagine starting any project without him.”
Marcel Salathé
Professor, EPFL · Founder, The Framework App
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Branding · Packaging · Web design