Client Overview

Jack Roberts is a UK-based AI-automation creator and entrepreneur, known to most of his audience as AI Jack. He previously built and sold a top-100 UK startup with 60,000+ customers, runs a seven-figure AI-automation education business spanning YouTube, a paid community, and a newsletter, and is a co-founder of Glaido. His combined reach runs past a million people — his content was everywhere, but his brand wasn’t anywhere in particular.

The Challenge

Creators have a branding problem companies don’t: the product is a person, so a logo is the wrong tool. Nobody subscribes to a wordmark — they subscribe to a face they recognize in a thumbnail at 120 pixels wide. Jack’s visual presence had grown the way every creator’s does, one platform at a time, with nothing connecting YouTube to LinkedIn to the newsletter to the community. At his scale, with several businesses hanging off one personal identity, that inconsistency had a real cost: every surface was introducing him from scratch.

The Solution

We built Jack a brand identity system with no logo at the center — his face is the logo, and everything else exists to make that face instantly recognizable at any size, on any platform. We explored multiple directions and presented them as a proper identity deck. The chosen route, Horizon, is built on three words — warm, approachable, confident — with a gradient glow behind the portrait engineered for one job: making people stop scrolling and hit subscribe.

The system is held together by discipline. A four-color palette, strictly assigned: orange and blue live only in the signature gradient, black carries accents, CTAs, and type, and white is the background — when only one thing glows, you know whose content you’re looking at. A typography stack with a personality split pairs Switzer for structure with an italic serif accent and a handwritten face for annotations: confident structure with a human hand on top. On top of that sits a platform-specific portrait system — the full gradient for YouTube, a warm orange treatment for LinkedIn, a clean white version for quiet contexts — plus a full asset kit of icons, gradient shapes, hand-drawn arrows, shadows, and textures, organized in Figma and marked ready for production.

Results & Impact

Jack now has one recognizable identity across every platform — YouTube, LinkedIn, newsletter, community, and products — built face-first so it scales from a 120px avatar to a full banner without losing recognition. The deliverable is a self-serve asset library: palette, type, icons, shapes, and per-platform portraits, all production-ready, so his team can build a thumbnail, banner, slide, or landing page without ever asking “what’s our style?” It’s a foundation that flexes across everything he runs, from the education business to product launches.