Blameless
A confident brand refresh for SaaS tech start-up that adds a human touch
Pigment
Launching a new era of Agentic AI for global business planning platform
Pigment is redefining how businesses plan and make decisions. Building a network of specialised agents – each with a distinct set of skills that work alongside people to optimise the performance of entire businesses.
With a $145m recent Series D funding round and client roster that includes Figma, Klarna, Siemens and Unilever, Pigment is a true authority in the AI space.
Ahead of its launch of the first readily-available agent, Pigment brought us on board to design an identity for its current agentic offering; strategic positioning, visual identity, product integration, website updates, video content, campaign materials – in just two months.
With an existing visual brand, product and website already in place, our challenge was to push the boundaries of Pigment’s current identity. We needed to bring personality and expression to its suite of agents through the development of a compelling product brand.
The Creative Platform
Pigment got its name from the parallels between the colours on an artists’ canvas and the combinations and layers of data within a business.
To build on this artistic theme for the agentic proposition, we defined the creative platform as ‘A Spectrum of Specialists‘. This would allow us to expand on the idea of blending colour and skills to deliver a bold, new world for the agentic workforce.
A Prism of Possibilities
Colour was one of our biggest communication tools. An animated spectrum, often seen splitting through a prism effect, became our core graphic device – a metaphor for individual agents both blending and working together.
The use of gradients tapped into category tropes to immediately signal the technology as AI-powered. Mindful of the differing views of AI, we utilised a light-mode palette to give an uplifting sense of optimism and positivity – with subtle texture to add a touch of tactility and humanity.
An Identity For Every Agent
Each agent is an expert in its own specialist area.
∙ The Analyst turns data into insights.
∙ The Supervisor coordinates and collates.
∙ The Planner simulates scenarios.
∙ The Modeller builds models.
Our job was to create a visual identity system that would communicate these specialisms, then stretch and flex the brand, from product to billboard. To do this we developed easily identifiable, geometric shapes that grow in size, personality, behaviour and expression.
One Seamless Experience
To create a seamless experience across marketing, website and product, we extended the same visual language through every interaction.
Within the product, personality came to life through motion — micro-interactions, gradient animations and subtle transitions that turned onboarding screens, conversation loaders and hover states into branded moments of expression.
Every detail designed to feel connected, intuitive and unmistakably Pigment.
A Brand to Stand Apart
Working closely with Pigment’s marketing, content, web and product teams, we built a design system that could flex and scale across every touchpoint.
The goal was balance — ensuring harmony with Pigment’s parent brand while giving its suite of Agents a distinct identity of their own.
A cohesive system designed to grow with the business, and stand confidently on its own.
What we value most in Fiasco’s work is how you move seamlessly through the layers of design—making sure everything connects, flows, and lands with the right emotional weight. It’s rare to find a partner who balances craft and feeling so effortlessly
Bernardo Lemgruber, Head of Content & Creative at Pigment
