Glofi: brand communication strategy
As a foundation, we used the 3 year 3 module project by Anastasia Zakharyeva, created as part of an educational brief. Glofi was a fictional brand both a year ago and now; all work on the communication strategy and visual identity was carried out independently, without relying on an existing company.
1. How communication theory works in the field of AI-based identity
Communication theory defines communication as a process of meaning creation through symbolic exchange within a specific context [1]. In AI-based design identity, this process shifts from interpersonal dialogue to mediated interaction between a designer and an algorithmic system.
When working with generative models, the designer encodes meaning through textual prompts, while the AI decodes these inputs based on statistical patterns rather than shared cultural or professional understanding. This aligns with the cybernetic tradition of communication, which views communication as an information system structured around sender, receiver, channel, and feedback [2]. However, unlike human collaboration, feedback from AI lacks intentionality and interpretation.
From a semiotic perspective, visual identities rely on signs and symbols to convey meaning implicitly [3]. In traditional art director–designer communication, these meanings are negotiated through dialogue and shared context. In contrast, communication with AI removes negotiation: ambiguity in prompts often results in generic or unintended visual outcomes, revealing a gap between intended and generated meaning.
Thus, AI-based design identity transforms communication from an interpretive, dialogic process into a system-oriented one. The designer increasingly takes responsibility for anticipating misinterpretations and refining inputs, effectively compensating for the absence of shared context and meaning-making.
2. Presentation of Glofi for a general audience
Glofi is an AI-powered platform that helps brands and teams generate strong creative ideas and turn them into clear, ready-to-use solutions. From naming and campaign concepts to structured presentations, Glofi transforms inspiration into something tangible and actionable.
Glofi is designed for marketing teams, creative agencies, startups, and freelancers who need ideas quickly, but also need clarity. Instead of endless brainstorming or abstract concepts that are hard to explain, the platform helps focus on what matters and shape ideas into a form that can be shared, discussed, and implemented.
Target audience
At the heart of Glofi is the belief that creativity works best when it is both flexible and structured. The platform adapts to different tasks and contexts, helping users move confidently from an initial spark to a clear direction.
Values:
1. Clarity instead of confusion 2. Flexibility instead of rigid solutions 3. Technology as a supportive creative partner
3. Presentation of Glofi for a professional audience
Glofi’s visual identity is built around the idea of adaptive creativity. As an AI-based service that adjusts to different briefs, contexts, and brand needs, Glofi required an identity system that could remain recognizable while constantly changing.
The core of the identity is a variable symbol based on the letter «G». The sign functions as a flexible framework rather than a fixed mark: its shape, proportions, and internal structure can adapt to different formats and communication tasks, reflecting the way the platform itself generates different creative outcomes from different inputs.
The color palette — black, bright blue, orange, vivid magenta, and white — reinforces this logic. High-contrast combinations emphasize focus, energy, and clarity, while allowing the system to shift tone depending on context. Bright blue signals technology and precision; orange and magenta introduce creative energy and momentum; black and white provide structural balance.
Color palette
A recurring arrow graphic element operates as a visual metaphor for direction, progression, and decision-making. It communicates movement from idea to result and reinforces Glofi’s role as a tool that helps teams move forward, not just generate options.
For designers, Glofi’s identity can be read as a semiotic system rather than a decorative style: each element performs a communicative function and mirrors the product’s promise — adaptability, focus, and structured imagination.
4. An explanation of how the communication theory served as the basis for creating these presentations
Chosen parts of the theory
The work is grounded primarily in: the cybernetic tradition of communication (communication as a structured system with sender, message, channel, feedback), and the semiotic tradition (communication as meaning-making through signs and symbols), as outlined in the lecture materials.
What the work relied on conceptually
The lectures define communication as a process of creating and interpreting meaning within a context, rather than simply transmitting information. This understanding guided both the textual strategy and the identity system.
For the general audience, communication follows a cybernetic logic: the message is simplified, values are explicit, and potential «noise» (professional jargon, visual theory, system logic) is reduced. This aligns with the idea that effective communication depends on adapting the message to the receiver’s knowledge and expectations.
For the professional audience, communication shifts toward an interpretive and semiotic mode. Designers are expected to decode visual signs, metaphors, and system logic. Here, meaning is not stated directly but explained through relationships between form, function, and concept.
How theory connected with practice
Communication theory directly shaped design decisions: The variable «G» sign reflects the cybernetic idea of adaptability within a system: a stable structure that produces different outcomes depending on input.
The arrow functions as a sign in the semiotic sense — not decorative, but symbolic of direction, focus, and progression.
The dual textual strategy demonstrates the principle that communication effectiveness depends on context, audience, and shared codes.
In practice, theory worked as a design lens rather than a constraint. It helped define what must be fixed (core meaning, values, structure) and what can remain flexible (form, color emphasis, tone). As a result, Glofi’s brand communication operates as a coherent system across audiences, while remaining adaptive — mirroring the logic of the product itself.
Griffin, E. (2012). A First Look at Communication Theory (8th ed.). New York: McGraw-Hill
Shannon, C. E., & Weaver, W. (1949). The Mathematical Theory of Communication. Urbana: University of Illinois Press
Craig, R. T. (1999). Communication theory as a field. Communication Theory, 9(2), 119–161
(https://ru.freepik.com/free-photo/group-creative-people-analyzing-result-work_13250313.htm#fromView=search& page=1& position=40& uuid=6a7553d9-f3e9-48f0-9e85-f5d56779f4c3& query=startups). Просмотрено 13.12.2025
Glofi brand identity by Anastasia Zakharyeva. Curated by Ivan Kulikov (https://hsedesign.ru/project/bddff769663f449b843c4b795d9e4fef). Просмотрено 13.12.2025
