MAINTAIX COPILOT
CoPilot — Visual Identity
MaintainX is a mobile-first B2B SaaS platform used by frontline teams to manage maintenance, track assets, and reduce downtime. As the product expanded into AI, the challenge was to define what AI looks like inside an industrial software company: not abstract, not futuristic for its own sake, but grounded in the same operational clarity the product is already built on.
I led the creation of the visual identity for CoPilot, the AI assistant built for maintenance teams. The branding combines clarity and confidence with a sense of guidance, using a custom symbol, refined grid, and a gradient system to reflect intelligent motion.
From product UI to marketing rollout, every element was designed to feel helpful and human, keeping the brand grounded in the realities of industrial work while introducing something entirely new.
Logo Design
Brand System
Photography & Color
Applications
Video
MAINTAIX COPILOT
CoPilot — Visual Identity
MaintainX is a mobile-first B2B SaaS platform used by frontline teams to manage maintenance, track assets, and reduce downtime. As the product expanded into AI, the challenge was to define what AI looks like inside an industrial software company: not abstract, not futuristic for its own sake, but grounded in the same operational clarity the product is already built on.
I led the creation of the visual identity for CoPilot, the AI assistant built for maintenance teams. The branding combines clarity and confidence with a sense of guidance, using a custom symbol, refined grid, and a gradient system to reflect intelligent motion.
From product UI to marketing rollout, every element was designed to feel helpful and human, keeping the brand grounded in the realities of industrial work while introducing something entirely new.
Logo Design
Brand System
Photography & Color
Applications
Video
MAINTAIX COPILOT
CoPilot — Visual Identity
MaintainX is a mobile-first B2B SaaS platform used by frontline teams to manage maintenance, track assets, and reduce downtime. As the product expanded into AI, the challenge was to define what AI looks like inside an industrial software company: not abstract, not futuristic for its own sake, but grounded in the same operational clarity the product is already built on.
I led the creation of the visual identity for CoPilot, the AI assistant built for maintenance teams. The branding combines clarity and confidence with a sense of guidance, using a custom symbol, refined grid, and a gradient system to reflect intelligent motion.
From product UI to marketing rollout, every element was designed to feel helpful and human, keeping the brand grounded in the realities of industrial work while introducing something entirely new.
Logo Design
Brand System
Photography & Color
Applications
Video
CREATING THE FOUNDATION FOR FUTURE GROWTH
Outcome
MaintainX CoPilot introduced a new visual language for AI inside the brand, giving the company a clear and ownable way to communicate intelligence, guidance, and innovation without feeling disconnected from its industrial audience. The identity helped translate a complex product feature into a more approachable, recognizable, and scalable brand experience.
By creating a flexible system that could live across product UI, social campaigns, video, sales materials, and customer-facing touchpoints, CoPilot became more than a standalone feature launch. It established a foundation for how MaintainX could show up in the AI space with clarity, consistency, and confidence, while staying grounded in the practical needs of maintenance and operations teams.
BRAND LEAD & CREATIVE DIRECTION
Flor Keip
MOTION DESIGN
Francisco Giordano
Tobias Neustadt
Federico Merkel
MaintainX CoPilot introduced a new visual language for AI inside the brand, giving the company a clear and ownable way to communicate intelligence, guidance, and innovation without feeling disconnected from its industrial audience. The identity helped translate a complex product feature into a more approachable, recognizable, and scalable brand experience.
By creating a flexible system that could live across product UI, social campaigns, video, sales materials, and customer-facing touchpoints, CoPilot became more than a standalone feature launch. It established a foundation for how MaintainX could show up in the AI space with clarity, consistency, and confidence, while staying grounded in the practical needs of maintenance and operations teams.
BRAND LEAD & CREATIVE DIRECTION
Flor Keip
MOTION DESIGN
Francisco Giordano
Tobias Neustadt
Federico Merkel
