Development of the brand strategy and identity for monday AI, monday.com’s first AI capabilities launch.

The project included defining the strategy, naming, and tone of voice across both product and marketing.

Since AI is monday.com’s first cross-platform capability, the branding aimed to represent it as an integral and almost seamless part of the system. At the same time, AI has an inherently magical quality. This duality led to the choice of a prism-like material—transparent yet iridescent, embodying all colors while maintaining a familiar, tangible presence.

Collaboration with a multidisciplinary team and a 3D studio led to a conceptual visual system aligned with the product’s messaging.