AI Academy's visual identity design has brought into play multiple aspects and complexities from the outset. The biggest obstacle has been standing out from the crowd, today there are many startups that deal with artificial intelligence in various areas and at various levels of complexity. The primary objective was achieved through a design that took into account the fundamental aspects of the brand, namely: the link with technology, the management of raw data and creativity in exploiting the various artificial intelligence models. The second goal, a great challenge, was to visually translate corporate values into abstract concepts. It was therefore chosen to focus on a series of visuals that, through the two corporate colors, communicated the complexity of the services in a direct and abstract way so as not to fall back into the usual clichet. Hence the 30 and more images that the startup uses in all its communication materials, including the site, giving a strong and clear identity. All this, linked to a monospaced typography and to harmoniously constructed layouts, led to the birth of the project shown here.