All case studies

Anthropic

In an industry obsessed with what's technologically possible, we built a brand around what's humanly possible.

From first designer to 20+ person creative team. From AI startup to human-centered brand.

In an industry obsessed with what's technologically possible, we built a brand around what's humanly possible.

From first designer to 20-person creative team. From AI startup to human-centered brand.

In an industry obsessed with what's technologically possible, we built a brand around what's humanly possible.

From first designer to 20-person creative team. From AI startup to human-centered brand.

In an industry obsessed with what's technologically possible, we built a brand around what's humanly possible.

From first designer to 20-person creative team. From AI startup to human-centered brand.

Role:

Creative Director

Date:

June 2023-Present

Preview

www.anthropic.com

Directed by Peter Jordan and produced by me.
Featuring Anthropic's Societal Impacts research team.

"Hello, World."

—Claude

"Hello, World."

—Claude

Joined Anthropic as the first designer, before Claude (Anthropic's foundational large language model) was released into the world, and built the brand creative team from the ground up to 20 people. In an industry fixated on capabilities and what's technologically possible, I steered our strategy toward human-centered storytelling—creating a visual language and brand focused on what's humanly possible.

Rather than following industry conventions, I developed creative principles authentic to Anthropic's mission—choosing warmth over modernity, accessibility over exclusivity, and thoughtful restraint over flashy spectacle. This orthogonal approach positioned us as genuinely different, not just visually distinct.

How the rest of the AI industry shows up.

Design and art direction above: Studio Geist, Tim Belonax.
Naming, strategy, and creative direction led by me.
Media partners: Daybreak

Contributors not shown: Susan Payne, Whitney Chen, Wes Mitchell, Olenka Malarecka, Maria Gonzales, Linsey Fields, Romello Goodman, Dexter Callendar III

Building the machine
behind the creative vision

Beyond designing, I architected the creative function itself—hiring 20 designers, strategists, and creative operations, managing nine-figure budgets, and selecting our first brand and media agencies. In a fast-moving startup environment, I created operational frameworks that allowed creative work to flourish while keeping business objectives front and center.

Rather than choosing between creativity and business pragmatism, I built systems that served both—establishing hiring standards that prioritized craft and strategic thinking, budget processes that maximized creative impact, and agency partnerships that extended our capabilities without diluting our vision. This operational foundation became essential as Anthropic scaled from startup to industry leader.

Beyond designing, I architected the creative function itself—hiring 20 designers and strategists, managing nine-figure + budgets, and driving our first brand and media agencies. In a fast-moving startup environment, I created operational frameworks that allowed creative work to sprout while keeping business objectives front and center.