Intergiro

Kick Game

Yum Bun

Biozeroc

On the Edge

Amphico

Hotjar

Deadly Dust

Eat Less Plastic

Forgotten Forests

flyp

Hometree

The Wombles

Dendra

Veriff

Yango Maps

Kaorium

Hala

Aruba Conservation Foundation

One Green Bean

Pachama

UserZoom

SauceLabs

Trackinsight

Freetree

Everbloom

Big Cartel

Pets

Chester Zoo

Trellis

More Than Equal

Snooz

Jupi

Meteoric™

Wild Thingz

Ideogram

The Reserve

Bristol Dockyards

Nick Hernandez

"Working with How&How was delightful. They shipped a brand that is nothing like what we usually see in tech, and a powerful story resonating with our product and our audience. And it's beautiful! 

"The team is cross functional and could cover all aspects from product, copy, design, storytelling, including all technical aspects that were handled perfectly.

"They were flexible and adapted the project as we were seeing more clearly where we wanted to go. We absolutely recommend them"

Visual Identity
Verbal Identity
Custom Illustration
Website Design
Website Development

Huge thanks to Nick, Anne-Claire and Paul for challenging us to match their bright vision for the future, and getting braver every step of the way.

Featured:
Creative Review
Brand New: Under Consideration
Brand Archive
Design Week
Creative Bloq
Creative Boom
We & The Color Magazine

Winner, Brand New Year in Review 2025: Best in Icons
Winner, Brand New Year in Review 2025: Best in Colour Palettes
Winner, Brand New Year in Review 2025: Best in Illustration
Winner, Creative Review Annual Awards 2026: Brand Identity - Launch

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Brand Narrative: FNDR
Production Managers: Joana Jardim, Meg Bathard
Copywriter: Ben Munden
Midweight Designer: Stefano Barbieri
Snr Designer: Fabrizio Morra, Callum Richards, Tor Ronald
Design Director: Christian Beck
Illustrator: Daniel Liévano
Motion Designer: Robbie Isaacs
3D Design Intern: Danhua Zhu
Developer: Peter Kroyer
Snr Account Manager: Romy Lazzara, Eve Boxall, Christina Pavlou, Cara Scott
Associate Digital Design Director: Raaya Pathare  
Digital Designer: Rose Norgrove, Hannah Leggett
Client Services Director: Jess Strange 
Assoc. Creative Director: Priyjah Paramasivam 
Head of Copy: Will Nicklin
Creative Director: Chris Clayton

A case study for Jupi, an AI-powered decision making platform

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.


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 trust, eliminate bias and make the most informed decisions possible. You know, all the things that were stunting that aforementioned growth.

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.

How&How rebranded Jupi—an AI-powered decision making OS. They also designed and built the website.

Verbal & Visual Identity & Website for Jupi

We use Google Analytics to track and record your movements on the Website, where you came from and what pages you access. This data is not connected to any personal information.

We use Hubspot for Website analytics and marketing automation. This data is anonymous unless you fill in a form and your contact details are added to our database with your consent.

We use Apollo to see what company and individuals IP addresses our traffic is coming from.

We use Hotjar to record session information to see how people use our website. This data is not connected to any personal information.

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A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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Jupi

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