Melius
A bold new brand and website for Melius, the creative canvas for agents. We shaped the strategy and identity, then brought it to life through 3D, motion, and a highly interactive digital experience that feels energetic and built for what’s next.
- Digital Design
- UX Design
- Brand Identity
- 3D Rendering
- Art Direction
- Web Development
Overview
Melius arrived as "the agentic operating system for performance marketing." Midway through strategy, they pivoted away from marketing execution to double down on enabling agents to build visual assets: one platform, every creative outcome. We carried the brand through the turn: strategy, a brand identity built entirely by hand, content production made on Melius itself, and the design and development of a highly interactive site.
The Strategic Pivot
The company we started with wasn't the company we launched. Repositioning from a martech solution to horizontal creative platform mid-engagement meant strategy had to anchor on belief and principles, not features. Their conviction: that agents should handle the canvas while humans lead the taste. Copy we wrote in a working deck became the company's hero line. When you write real copy in presentations the outcome is that the clients keep the good ones.
Crafting Melius' Brand Identity
There's something admirable about a Gen-AI company indexing on the craftsmanship and process. Melius never asked us to be fast. They asked us to be right.
The founders were allergic to "faux complex graphics that don't really mean anything." Every element had to earn its place: the M as a window into an asset, the physical token (now the currency of their pricing page), the custom type cursor, the serif as a nod to the human hand.
Every killed direction contributed to something that shipped; the token from D1, the M window from D2, the node/stem logic from D3, the tagline and palette from D4.
Then the feedback loop became recursive: mid-project, Melius shipped an MCP so their canvas could be steered from anywhere, including from the branding work we were doing for them.
Building a highly engaging website
Repeated feedback steered us away from anything that read "beautiful studio site" and toward something unmistakably an AI company, without leaning on the word AI. So our team embarked on some highly experimental WebGL prototypes, beginning with some Figma magic, blending our motion design team and UI design team into one unit.
The final result is an interactive canvas showcase on the homepage, followed by a showcase of real workflows (advertising, e-comm, filmmaking, fashion, branding) assembling node by node, each asset labeled with the model that made it. In their competitive set, everyone is talking about which models you can access, and we decided that we'd lean on a famous quote from the great Claude Hopkins: "No argument in the world can ever compare with one dramatic demonstration".
The website is full of grade-A interactivity, just scroll past the footer to find out.
On the use of generative AI
The only generative AI in the engagement: (1) content production and ideation — because Melius wanted us to demonstrate, honestly, how a creative would use the tool (we had unlimited tokens and made real films and images on the platform), and (2) the ethereal device mockups generated for this case study — a deliberately odd, uncanny parallel universe to the run-of-the-mill mockup. If there was ever a project to go deep on that, it's this one.
The Dream Team
Client Team
Joowon Kim: Co-Founder, CEO
Arnav Ramu: Co-Founder, COO
Young Kim: Co-Founder, CTO
Jahow Yu: Member of Technical Staff
View Source Team
Derek Koch - Design Director
Lilia Jimenez - Designer
Jean-Denis Lesueur - Designer
Anaël Zafra - Motion Lead
Minh Nguyen - Motion Designer
Andrew Rutledge - Creative Director
Ross Vandenhoeck - Technical Director
Adrien Lamy - WebGL Developer
Chin Yuan - Development Manager
Annie Chen - Senior Designer
Carly Wright - Lead Strategist
Erkin Hsu - Developer
Joshua Rosenthal - Account Director
Nathan Cheng - Developer
Robin Pitchon - Designer
