Groq

Before its unexpected acquisition by Nvidia, Groq brought me in to evolve and elevate their visual identity. Something that took them well beyond typical tech aesthetics and established them as an exceptionally design-minded company in AI, hardware, and beyond.

The visual identity is rooted in what makes Groq Groq: the LPU, a chip purpose-built for AI inference. I abstracted its silhouette into big, bold shapes and built a tool to generate patterns from its component forms. Groq's hardware DNA becomes its ownable visual language.

Used in isolation, the patterns create texture and rhythm. Layered over imagery, they visualize the idea of machine perception.

To round it out, the identity is anchored by a multifaceted, expressive typography system spanning humanist, academic, and hyper-digital, mirroring Groq itself: approachable enough to lower the barrier, rigorous enough to push the ceiling, and native to the future they're building.