Validating a Sub-Surface Analytics AI Platform
In 2019, Baker Hughes required a visual identity to internally pitch a new AI platform for sub-surface analytics. To separate this venture from traditional oil and gas operations, the brand needed the structural simplicity of a Silicon Valley tech company.
I developed three distinct concepts to test different positioning strategies. The "erth" direction emerged as the strongest fit. Its symbol uses concentric layers to represent sub-surface data, providing the minimal aesthetic required to distance the platform from legacy energy brands.
The exploration required proving the concept across multiple formats. I designed a unified system, including custom iconography, brand patterns, and a homepage concept, to demonstrate how the brand would perform across digital layouts and corporate collateral.
The "erth" execution secured approval during the final presentation. As an exploratory pitch, it provided the visual foundation to validate the new platform.
