Camunda AI Brand System
Developed & applied brand for Camunda’s Enterprise Agentic AI product across digital and physical touchpoints
Tools: Figma, Adobe Illustrator, Google Slides
Challenge
Camunda needed a brand system that was scalable, fresh, would garner attention, and cement their name in the AI ecosystem while not undermining the visual trust Camunda has built.
Photo by Sam Hyde, Hyde Photography
Overview
Camunda began an initiative in 2025 to expand into the AI market, launching Enterprise Agentic Orchestration— an infusion of AI agents into their existing PO&A platform. This marketing push would be applied to everything from stickers at tech conferences to keynote slidedecks at flagship events like CamundaCon.
My Role: Defining the Brand
I was responsible for developing the base brand system that has now continued to develop and be applied to events, marketing campaigns, and keynote presentations. This included color palette, iconography, pattern, and application to digital and physical outputs.
Design Strategy
Camunda’s AI brand needed to fit within the existing AI market (cool temperature colors, soft shape language, star/space geometry) yet stand out as an extension of Camunda’s brand that has built trust and recognition.
The Visual System
Below is the one-page brand guideline I created for Camunda AI. The system has since developed further, with more clarification on messaging from marketing as time has passed and further application. You can also view the figma doc we used to ideate and explore different ideas/applications.
Brand in Action
Application of visual system across outputs, including keynote slides, webpages, event branding, blog graphics, booth designs, and scalable templates for DG.
