The Alignment Lab

The Challenge

Renata was launching a new consultancy in a space where trust matters and AI skepticism is high. Her target audience included mid-sized AEC firms that are too complex for basic AI tools, but not always equipped for enterprise-level consulting engagements. The brand needed to speak to executive, operations, safety, and innovation leaders who value trust, proof, ROI, and real-world implementation.

The challenge was to create an identity that could build credibility quickly, explain AI in practical terms, and stand apart from predictable construction branding while still feeling professional, grounded, and trustworthy.

The Strategy + Solution

The brand identity was built around The Alignment Lab’s core idea: AI should support people, not replace them. Renata’s proprietary Workflow Maps™ became a key strategic and visual foundation for the brand, helping explain how AI can work alongside a firm’s existing processes with clarity, structure, and intention.

The visual system was designed to feel professional and grounded for a mature AEC audience, while still communicating the energy and innovation of AI adoption.

Logo Font
‍Satoshi Black was selected for its clean, confident, and modern structure. The logo was customized with select curves to connect to the rounded-square forms and flowing lines used throughout the brand system, reinforcing ideas of workflow, integration, and alignment.

Logo Mark
‍The logo mark reflects the idea of alignment in action. The separated stem of the “A” suggests two distinct elements working side by side — much like AI and existing workflows — connected by a shared purpose.

Typography
‍Poppins Bold creates strong, direct headlines that feel confident and clear.

Playfair Display Italic adds a more human, editorial tone for callouts, quotes, and key brand moments.

Inter supports practical readability across web and brand materials.

Colors
‍The color palette balances credibility with innovation. Dark Navy grounds the brand with authority and trust. Lime Green acts as a primary energy color, signaling AI, activation, and forward momentum. Coral adds warmth, urgency, and interactive movement, especially in CTA transitions. Blue brings a digital atmosphere through gradients, glows, and product-related visuals.

Together, the palette feels fresh and distinctive without relying on predictable construction-industry color clichés.

Icons
‍The icon system translates Renata’s Workflow Maps™ into a simple visual language. The three map categories clarify the relationship between AI and human decision-making.

Additional onboarding icons for Assess, Align, Build, Launch, and Scale reinforce the brand’s structured implementation process.

The Deliverables

The final deliverables included a responsive website designed and developed in Webflow, business card design, and condensed brand guidelines. Together, these assets created a cohesive, launch-ready brand system that enabled The Alignment Lab to communicate complex AI consulting services with greater clarity and consistency across digital, print, and client-facing touchpoints.

“

Working with Dani on The Alignment Lab brand and website was a genuine pleasure. She took the time to understand what I was trying to build and translated it into a brand and site that captured my vision. The process was collaborative, thoughtful, and easy, and I'm proud to put the final result in front of clients. I'd recommend Dani without hesitation.
Renata Pinheiro, Founder

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