We partnered with Facet AI, a startup aiming to reinvent custom jewelry design through real-time rendering and AI-driven tools. The project began as a commission to create a pitch deck, but quickly grew into the development of a brand identity that could capture the company’s ambition to transform a centuries-old craft with cutting-edge technology.

In building the visual and conceptual framework, we looked to human history for a symbol of creation. The flint tool emerged as the perfect metaphor — the first human-made object used not for survival alone, but for shaping and expressing individuality. Just as flint represented a leap in human ingenuity, Facet AI represents a new leap in design: empowering people to craft jewelry as a personal, creative extension of themselves through digital innovation.

The identity system we created was deliberately conceptual and symbolic. It balanced minimal design with bold storytelling, aligning the company’s technological promise with the timeless nature of jewelry as self-expression. While the work was not meant to become a traditional commercial brand rollout, it stands as one of our strongest explorations of how narrative, history, and visual identity can fuse together to support a startup’s vision.