Addis Studio

How we designed the Gravity mark.

In 2022, we shared floor space with an AI startup at a Coimbatore IT Techpark. Their founder walked over one day. He needed a brand for something new - applied AI for credit, education, and documents.

He called it Gravity. Because gravity is the invisible force that holds systems together.

We built the mark as a gyroscope. A central axis. Rings holding it in orbit around a stable core. An instrument that stays steady while the world moves around it.

That's what applied AI does. The mark and the business share the same physics.

Not a picture of gravity - the instrument that proves it exists.

The parent system was built to grow. That's how FuturX and Signly found their place. Two products under one parent system. Built to hold together.

The best brands don't shout what they do. They make the invisible visible.

An invisible force. A visible mark.

In 2022, we shared a coworking space with an AI startup at a Coimbatore IT Techpark. Their founder walked over one day. He needed a brand for something new - applied AI for credit, education, and documents.

He called it Gravity. Because gravity is the invisible force that holds systems together.

We built the mark as a gyroscope. A central axis. Rings holding it in orbit around a stable core. An instrument built to stay steady while the world moves around it. The same physics as the business.

Not a picture of gravity - the instrument that proves it exists.

The parent system was built to grow. That's how FuturX and Signly found their place. We'll show those another week.

An invisible force, made visible.

How The Pumpkin Baby was built.

Last year, a small kids' store in Coimbatore was referred to us by a close friend. They didn't want to build the biggest brand. They wanted to build the right one.

A brand that would feel right the moment a customer walked in.

So we built the mark - a child wearing a pumpkin, because 'pumpkin baby' is what you call a cute child in Tamil. Then the colors, the typography, the tags that would travel home with every piece.

At that stage, they didn't need a website or a social media presence. They needed people to remember how the store felt.

One year in, the store is finding its shape.

Not every brand needs to be everywhere. Some brands are built to serve a neighborhood well.

The scale changes. The care doesn't.

A brand built to feel right.

Last year, a small kids' store in Coimbatore was referred to us. They had a name they loved - The Pumpkin Baby. In Tamil, that's what you call a cute child.

They didn't want to build the biggest brand. They wanted to build the right one. At that stage, they didn't need a website or a social media presence. They needed people to remember how the store felt.

So we built the mark - a child wearing a pumpkin. Then the visual system. Then the tags that would travel home with every piece.

The scale changes. The care doesn't.

Swipe to see how the brand was built.