Huge LIVE
Building a data product brand from the ground up
Client
Huge
Year
2023
Services
Brand Identity
Design Systems
Presentation Design
Info
Huge LIVE (Living Intelligence Value Engine) was a real-time data engine and suite of proprietary AI-powered tools. At its core were two products: the Creative Capital Index (CCI), a single, standardized score for brand intelligence designed to work like a credit score for brand health, and Culture Decoder, the dashboard built to analyze brand sentiment and consumer trends. My role was to build the brand from scratch and oversee how it translated into the product itself, from internal launch through the first external-facing touchpoints.
AI-native, from the start
The CCI’s core concept shaped everything about how the brand needed to look and communicate. A proprietary score built on AI-analyzed data had to carry the credibility of a technical product while feeling bright, engaging, and alive.
At a time when AI creative tools were still in their infancy, Midjourney and Runway.ml were used to explore the brand’s visual language from the ground up. The outputs, 3D forms conceived and brought to life through generative AI, were meant to echo the visual grammar of data itself: structures that recalled charts, graphs, and signal patterns, but rendered organic and in motion. Where a static data visualization captures a fixed moment, these forms shifted and evolved continuously, the way real data does. For a product built on AI-driven intelligence, the aesthetic should emerge from the same technology it was built to represent. The result was a visual texture that felt native to the product rather than applied to it.
Building a brand that could live inside a product
The core promise of Huge LIVE was that it didn’t just capture data — it tracked it in motion, translating constantly shifting signals into clear, actionable recommendations. The brand had to make that legible. The same visual logic that shaped the identity would govern how scores changed over time, how new data surfaced, and how recommendations were framed for clients in a way that drove decisions rather than just informed them.
Most brand work begins after product decisions have already been made. Huge LIVE was different. Because the product was being built from scratch, brand thinking shaped what was built, not just how it looked afterward — which meant the visual language wasn’t decorative. It was doing functional work, helping users make sense of data that never stood still.
Launching with intention
The launch had to feel as dynamic as the product itself. Motion was central to how the story was told: sizzle reels produced with the in-house motion team captured the energy of data in constant flux, and presentations were built with integrated motion sequences that made the idea of living, real-time intelligence visceral rather than just conceptual. The name promised something alive, and the launch materials had to prove it.
The external rollout extended into Huge Moves, the agency’s print publication, where Huge LIVE received a dedicated feature, giving the product editorial credibility that pure marketing materials couldn’t provide.
Outcomes
01
Established Huge LIVE as a distinct, credible brand within the Huge ecosystem.
02
Delivered a production-ready visual identity that extended into the product dashboard and client-facing outputs.
03
Created a full go-to-market launch campaign spanning internal event, brand materials, sizzle reels, and editorial coverage.
04
Positioned the product as a value-add in new business pitches, supporting a shift toward more sustainable revenue models.
