Trusst AI
Trusst runs an automated CX platform for large organisations. You can ask anything of your customer data and an integrated AI agent analyses it and answers. The brand had to reach enterprise buyers without sounding like another AI startup chasing attention, and without falling back on the conservative language the category defaults to.
Nothing anyone has to abandon
The idea underneath it is that real innovation does not mean an organisation abandons the systems, people and processes it already relies on. So the identity is credible enough to sit beside enterprise technology brands and approachable enough for a person to read. We kept the pink from their previous identity and put it against clear typography, confident colour and structured layouts, leaving out the futuristic cues the category reaches for.
Making pink carry serious work
The pink came with a problem. It reads as soft, and the product does serious work on customer data for organisations that are careful about both. We set it against a tight grid and plain labelling, so the brand stays warm and the interface still reads as competent. The system also had to carry dense information and long stories across product, sales, marketing and the site, and stay recognisable in all four.
Reflection
Trusst can now say the same thing everywhere a customer meets them. The identity gives them a point of view to argue from: modern, capable, and able to work inside organisations that already have systems they are not going to throw out.