An Old Myth for a New AI Tool
When Promer moved from an internal tool to an AI platform for small e-commerce businesses, the product already had a name and a fairly clear function. What it lacked was a story strong enough to be remembered among the many AI tools introducing themselves in much the same way. I didn’t want to build yet another sci-fi world around AI. Instead, the name Promer leads back to a story that has existed for a very long time: Prometheus, the god who brought fire down to humankind. In this retelling, “fire” is no longer fire in the literal sense. It becomes the creative capability that technology can put into the hands of small sellers, people who don’t always have a designer, a creative team or a big budget behind them. From there, many visual decisions started to have a reason to exist. The logo combines the letter P, the shape of a prompt and a spark at its center. The palette is almost only black, white and grey, so that orange keeps a single role: fire. The illustration system places Greek mythological figures in more modern settings, rather than trying to turn AI into something distant and futuristic. The interesting part came a year later, when the product changed. Promer narrowed its focus to AI ad creative. The website needed to be faster, more direct, less story-driven, with more room for the actual product. The presentation changed quite a lot. But the Prometheus story barely needed rewriting. Looking back, that may be what I like most about this project. A good brand story doesn’t have to appear large in the hero or be retold in every campaign. It only needs to be solid enough that when the product changes, the brand still knows who it is.
