How&How Brings Surreal Simplicity to Jupi, the AI Decision-Making Platform for Modern Leaders
Jupi is an AI-powered operating system designed to aid executive decision-making in growing companies. Founded by serial entrepreneur Nick Hernandez, it learns from users' habits, behaviours, and company culture to guide strategic choices—from budget allocation to organisational design. Think of it as a leadership-focused CRM that continuously learns, anticipates, and cuts through noise.
To shape Jupi’s visual identity, Nick teamed up with the strategy-led design studio How&How. Their goal was to create a brand that balances cerebral depth with radical simplicity, reflecting the platform’s promise in every detail.
The Concept: Surreal Simplicity
How&How’s approach centres on a narrative of “surreal simplicity.” This contrast is visible across the brand’s elements: a minimal colour palette focused on clarity, metaphor-rich illustrations by Daniel Liévano, and a tone of voice that's direct and jargon-free. The result is a brand language that feels both sophisticated and approachable.
The logo perfectly encapsulates this balance. Inspired by Rodin’s Thinker, it reimagines the statue not in contemplation but in motion—standing and moving forward. This “Jupi Walker” symbolizes action, progress, and applied intelligence.
Typography, Motion, and Voice
The bespoke wordmark combines seriousness with subtle idiosyncrasy, making the brand feel human rather than mechanical. Motion design draws from Salvador Dali’s melting clocks, featuring smooth, surreal transitions that communicate intelligence and calmness. This creates an interface that carefully thinks before it speaks—and then does so confidently.
The tone of voice is crisp and clever, consistently forward-thinking. It captures how Jupi users feel after engaging with the platform: informed, empowered, and clear. Metaphors and unexpected language add a cerebral layer, while playful touches maintain approachability and memorability.
Visual Storytelling Through Surrealism
At the core of Jupi’s visual system lies a collection of surreal, Magritte-inspired illustrations. These artworks serve as metaphors for decision-making challenges—walking tightropes, aligning stars, or navigating mazes. While abstract, these images reflect the emotional states leaders encounter, offering imaginative, not intimidating, representations of complex problems.
Surrealism provides a language for the intangible, mirroring the clarity Jupi brings to opaque issues while adding emotional depth.
Human-Centred AI Identity
Where many AI brands fall into clichés—floating brains, blue gradients, sterile interfaces—Jupi takes a different path. It embraces metaphor, meaning, and warmth. Every design choice, from the stripped-back colour scheme to the rugged iconography inspired by the logo, feels structured yet alive.
Animations are thoughtfully crafted to soften the experience. Each transition reduces friction, draws focus, or expresses the “thinking” behind the interface, making the interaction feel natural and deliberate.
A Collaborative Vision
Nick Hernandez brought more than just product ideas to the table; he offered philosophical clarity on decision-making itself—what slows it, what breaks it, and what helps it thrive. This insight gave How&How a clear direction while allowing creative freedom. The outcome is a brand that feels smart, grounded, and purposeful.
What Makes Jupi Different
- It doesn’t promise to replace human judgment but supports leaders in making better, faster decisions.
- The brand avoids flashy tech tropes, instead focusing on warmth and clarity.
- The identity reflects a system that is both intelligent and instinctive, appealing to real human users rather than just machines.
In a market full of cold and complex AI tools, Jupi and How&How have created something rare: a brand that feels intelligent without losing its human touch. This balance makes Jupi a distinct choice for leaders who want clarity and confidence in their decision-making process.
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