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Case study 03 · Self-initiated · Brand system · 2026

GOCOMET.

A brand system for an AI-native freight company. One look across the website, sales deck, social posts, an AI product story and a 53-second film.

started as a 72-hour assignment.

Role

Brand system, visual design, web, film direction

Made in

Figma: one file, 6 pages

Timeline

72 hours, then extended

File

Open the Figma file →

The brand film, 53 seconds. Brand scenes animated in Figma from the system’s own parts. Press play.

00 · In 30 seconds

THE SHORT VERSION.

The problem

GoComet called itself AI-native, but nothing under the logo agreed. AI was drawn three ways and never shown working.

What I made

One system across 6 channels: design system, homepage in 3 sizes, sales deck, social posts, an AI Worker visual and a film.

What is still a stand-in

Inter stands in for GoComet’s licensed font. The font is one variable, so the real one is a single swap.

01 · The system

ONE SYSTEM.FIVE CHANNELS.

Under the logo: 4 tiers of variables, 20 text styles and 19 parts. On top: a homepage, a sales deck, social posts, an AI story and a film, all built from the same parts.

Website · Homepage at 1920 · Also built at 768 and 390

The new GoComet homepage at 1920: Humans decide. AI executes. A container ship with an AI Worker chip checking invoice INV-20418, and GoComet’s own numbers: 10M containers a year, 500+ enterprise customers, 70+ countries, 5,000+ carrier integrations

Same parts · Sales deck and social

Sales deck · Title slide

Sales deck title slide: The AI-Native Platform for Global Trade. Plan. Procure. Move. Resolve. Pay. Trade lanes sweep in from the right

Social · Announcement post

Social announcement post: Meet the AI Worker that checks every freight invoice. Nothing is paid without your approval

84+ decisions written down, each with its reason. Every board checked for colours or sizes outside the system: 0 left.

02 · The problem

THREE LOOKSFOR ONE AI.

The buyers are heads of supply chain: busy, and tired of AI hype. The old homepage claimed AI in words and drew it three different ways.

What the old homepage did

  • —  Said “AI-native” in the headline.
  • —  Drew AI three ways: glow, robot, console.
  • —  Called the AI “autonomous”.
  • —  Hid the person who approves.

Claimed. Never shown.

The old homepage · Oct 2026

Three parts of the same homepage:

Three parts of the old gocomet.com homepage: centred text over a dark scrim, a light and dark checkerboard, and a black glow with a robot mascot

Screens from gocomet.com, used as evidence in my critique.

03 · Three decisions

THREE CALLSTHAT SHAPED IT.

Blue acts.Violetthinks.

Why

Buyers should see where the AI is at a glance, without robots or glows. Blue is always a person’s action. Violet shows up only where an AI Worker is working.

A person acts · Blue

Decision card for the Finance Controller: approve INV-20418? $14,600 to pay, $260 to dispute, with a blue Approve $14,600 button

AI at work · Violet

AI Worker task card: invoice check on INV-20418, step 2 of 4, with a thin violet edge as the only violet on the card
one violet point per view. max.

Show thework, notthe magic.

Why

The old site said “autonomous” and hid the approval. Now the AI shows its steps, sources and times, and a person approves the $14,600. One invoice runs through web, deck and film.

Before · gocomet.com

Before, on gocomet.com: the hero says AI-Native in words only, and the console labels the AI autonomous with the approval out of sight

After · The AI Worker story

After, the AI Worker story: every invoice checked, nothing paid without you. Invoice arrives, checks every line, flags the +$260 overcharge, then a person approves or holds

Brand locksthe look.Sales editsthe words.

Why

Every slide and social post is a component. Marketing changes the text in a property field; layout, colour and type stay locked. One fix updates every slide.

The rule · On the deck page

How this deck works: brand locks how it looks, sales edits what it says. Locked: backgrounds, grid, type, colours, company numbers. Editable for Sales: headings, presenter line, sourced metrics

One of 10 slide types

Slide: AI checks. People approve. Three points on the left, the AI Worker invoice check panel on the right
10 slide types. one component.

04 · The result

WHAT’S IN THE FILE.

Started as a 72-hour assignment, then extended into a full brand system. It all sits in one Figma file, with a 5-minute path for busy reviewers.

6

channels, one system

19

parts: 9 base, 10 components

242

icons, one family

53 s

brand film, 6 scenes

Not affiliated with GoComet. Only their own numbers are used; the rest says sample data.

Open the Figma file →

05 · Where I used AI

I DIRECT.AI EXECUTES.

The calls on this page were mine. AI built the system in Figma from my direction and rules, and I checked every build.

MY CALLS

  1. 01Blue acts, violet thinks: one violet point per view
  2. 02Trade lanes, not globes: globes read as planets
  3. 03Show the AI as steps and an approval, never a robot
  4. 04Only GoComet’s own numbers; the rest says sample data

AI’S PART

  1. 01Pulled brand values and buyer research from gocomet.com
  2. 02Built variables, styles and parts in Figma from my rules
  3. 03Made the film’s live-action shots; I chose and cut them
  4. 04Checked every build for colours or sizes outside the system

Next case study · 01 of 03

ScamZen

A safe practice phone for spotting scams, in English and Kannada. About 2 minutes per scam, no login.

or ← back to home

ScamZen debrief: the phone is dimmed and only the three scam clues are lit

The decision

Dim the phone. Light up only the clues.

3 clues lit. older users could not match my notes to circles.
52 px. big on purpose.