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Inception AI, (In)Sight
Building a new visual identity for the world's largest tech stage
Inception AI is a G42 company building intelligence products for enterprises and governments across the Middle East and beyond. (In)Sight was a 0-to-1 board observer and live-transcript platform with real technology but a visual problem: the UI was dated, flat and nowhere near the taste a premium Dubai product demands. My job was to fix exactly that, so I rebuilt the design system and brand from scratch, defining the design language, color, typography and component logic, and turning a print-focused brand into a bold, creative on-screen identity. Then I applied it across every screen of the product, from information architecture down to the finest UI detail. This was before Claude Code and today’s AI tools, so the craft lived in Figma and Figma Make: extra high-fidelity prototypes and production-ready solutions. The result looked and felt like it belonged on a world stage. It debuted at GITEX Global 2025, in front of 200,000 attendees from 180 countries.
Role: Staff Product Designer
Contribution: Creative direction, Visual identity, Product strategy, User experience, Visual design, Design systems
new visual system & brand
of the product redesigned
world-stage debut
entreprise parnership signed
Intelligence, on the world's largest stage
01 · THE BOARDROOM, REIMAGINED
The board pack lived in spreadsheets, decks and inboxes. I gave (In)Sight one calm, confident surface where a board member sees exactly what matters and nothing else, the visual language that lets an AI product feel trustworthy at the top of an organization.
02 · MEETINGS DASHBOARD
The home had to answer one question at a glance: what needs me now. I built a clear hierarchy, the live meeting foregrounded and everything else receding, so a busy executive never has to hunt.
03 · AI ASSISTANT
AI in a boardroom can’t feel like a toy. I designed the assistant to read as a quiet, credible advisor: restrained motion, sourced answers, and a tone that fits a room where every decision is audited.
04 · IN THE ROOM
During a live session every second counts. I designed a shared, real-time surface, captions, insights and voting, so the whole room reads from one source of truth instead of scattered notes.
05 · PRODUCT VIDEO
Showcased at Inception’s GITEX Global 2025 debut, the week the company signed 9 new MoUs with enterprises and governments. This is the design carrying a product onto the world stage.
06 · ACTION ITEMS AT A GLANCE
Decisions are worthless if they don’t become action. I designed the follow-up views so every decision, owner and status is legible at a glance, governance you can actually see.
07 · ON THE GO
Executives prep between meetings, in cars and lounges. I extended the system to mobile so the full board pack fits in a pocket without losing the premium feel.
08 · VISUAL IDENTITY · COLOR
This is where the case really lives. I took a print-focused brand and rebuilt it for the screen: a color system, typography and component logic that reads premium and government-grade, the same craft on every surface.
Signature gradient
#F9C1AA → #B1AFFA → #7FD7F4
Lavender
#B1AFFA
Indigo
#4944F3
Peach
#F9C1AA
Sky
#7FD7F4
Success
#45D682
Info
#2E90FA
Ink
#1E1B2E
White
#FFFFFF
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Inception AI, (In)Sight