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.