About
NutriAI is a company that provides Saas product heavily rely on AI, their main business (as of now) is to target rising influencer hence their followers to subscribe on a personal app that publishes recipes. But at the core of it, the business is an attempt on automation and to stretch how much AI can build on an idea.
I was brought on board for the website redesign (xxx) This project with NutriAI developed into of a full-stack work-from logo, color, image recommendation to sales page, waitlist page, to branded web app. Having spent 7 years in design field, branding work is actually rather new to me, and for me to work on every single detail of this line of product is...not challenging I would say, it actually makes sense. It allows me to apply style into a suit of product in a very short amount of time, and adjust strategy in real time.
Info
Year:
2025
Category:
Web, App, AI, Branding
Client:
NutriAI
Tools:
Framer, Figma
Length:
Ongoing
Role:
Designer
Adding human touch to AI product
The way NutriAI works before “Design” joined the picture is to build a somewhat stable framework, the team managed to generate standard sales page and apps and applied basic graphic elements, they got a few customers that focus on the functionality of the service they provide, but as they progress to bigger clients, presentation became the road block.
What AI couldn't do is create uniqueness in visual presentation, high quality creators are looking for higher quality visual to match the content they already posted, hence they need a designer, but much later in the picture vs traditional business.
Designer's role (before AI) used to be more framework setting, as we have more say in the structure of a website/app/social media post, but AI can now do a pretty decent job in terms of building a basic structure (and most business only does need that), design jobs are more challenging as it needs to add on the existing framework and show it's impact.
But that's also why I love design, design work essentially is a set of disciplines, as AI takes the "basic" part of it, it needs more complicated understanding of context, trend, and culture to construct the rest of the rules, and when it's done right, it does makes the differences.
Connect the person to the brand
As part of the service(?)I don't directly talk to the creator, (maybe it's for showing more "Magic is being made behind scene") My approach to create a personal brand was to scan through the creator's instagram, the book they published, their style, their background etc, almost like a detective piecing together evidence to predict what the creator's message is.
I'll pick something that resonate with me and create brand based on that. For My Guan, I explored her asian heritage and reflect that on the visual, for Adam Hoad, he spoke a lot about calculation of nutritions in his videos a lot so I have this inspiration of a nutrition tag as a part of his identity. And as for Ferne, she specifically asked for a sophisticated feminine style, so I explored that based on the research of the clothing/product brand she prefer.
Transferring the brand to website
For Ferne, the website's evolution showing drastic changes-I aimed for a more general approach and as I showed more work to her, I got more feedback to narrow the direction, eventually adjust the brand direction to more concreate visual element like choice of font(mostly serif+Italic) and color (tupac but also feminine), and picture style(barn, nomadic, boho style)
Building a universal App + Introduce brand for individual App
NutriAI‘s App is build on Cursor with no design file, so the visual is purely defined by common knowledge(?) of App building, to make it look better building design system is a go-to, so I started off building a simple design system for average apps, this strategy has multiple benefits, as it first: highlight the detail values that Cursor needs to be notified of, it builds a better system for making design changes and using the same code in later personalization development. And then: it create consistency. As for now, AI couldn't tell what goes with what style-wise.
Then later on apply personal brand like the one with Ferne.