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51Folds.AI
Reimagining What’s Possible in Prediction.
2025
51Folds.AI is a pioneering start-up building the world’s first universal AI prediction engine. Their vision: to put the power of advanced probability modelling into the hands of leaders, founders, and strategists everywhere. But to realise that ambition, they needed a brand that felt as innovative as the product itself — one that balanced credibility with intrigue, and felt human at it's core.
Strategic Foundation
I started with a simple question: How do you visualise the unseen?
Prediction AI isn’t about cold algorithms — it’s about clarity, confidence, and foresight. The strategic direction was rooted in three principles:
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Human-first — making advanced technology accessible through empathy and simplicity.
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Clarity in complexity — using design to make probability modelling transparent and understandable.
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Momentum-driven — creating a brand that could flex and evolve alongside a fast-scaling start-up.
This foundation shaped the tone of voice, the identity system, and every campaign execution
Activation
This phase of the project marked the launch campaign: a mix of organic storytelling and paid ads targeting global hubs like London, New York, and Singapore.
Beyond the defined deliverables, I stepped in to handle the unseen details: sourcing printers, testing garment production, coordinating voiceover talent, and ensuring consistency across every touchpoint.
From zero to launch in under six months, 51Folds now enters its next phase with a brand that matches its ambition — intelligent, human, and built for scale. The identity doesn’t just market a product; it visualises a category-defining idea: that the future isn’t just to be predicted — it’s to be designed.
Skills & Deliverables:
> Brand Strategy
> Brand Design
> Identity System
> Customised Typeface
> Typeface Library
> Extended Design Language
> Photography Library
> Brand Guidelines
> Garment Design & Production
> Stationary Design & Production
> Content Creation
> Social Assets
> EDM Design
Tools Used:
> Adobe Illustrator
> Adobe InDesign
> Adobe AfterEffects
> Adobe Photoshop
> Figma
51 Folds App & Social Carousel Campaign
When it came to the 51 Folds social campaign, I designed 9 separate posts that targeted 3 archetype across static, carousel and animated posts. This campaign was considered a success given that it outlined which specific demographic saw high interactions with which archetype alogn with seeing a large number of sign ups.
EDM Campaign both B2B & B2C
The purpose of the EDM campaigns were to target both B2B and B2C audiences in order to generate interest int he business and the brand. The overall CTA was to see sign up for updates on the incoming product.
EDMs like this were particularly difficult, as we need to override the darkmode system that a lot of host emails use and therefore invert colours.
Regardless, this campaign turned out great, both with the technicalities and the overall goal.
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