ClawExperts Brand Identity

ClawExperts is an AI agent platform for sales and customer support, running multiple agents on one shared system, starting with Sales Agent. Every new agent needs to read immediately as part of ClawExperts, while staying distinct enough that people can tell one agent from another.

I built a color-assignment rule for the whole system: each new agent gets exactly one accent color no other agent has used, while ink, paper and line stay shared across every agent. Sales Agent, the first one, is tied to Claw red. The rule lets ClawExperts keep adding agents without redesigning the palette, while people can still recognize a ClawExperts agent at a glance through the shared black, white and paper tone.

The identity carries all the way down to interface tokens, color, spacing, radius, elevation and components used in the real product, not stopping at a logo and a palette on paper. Brand voice was written into explicit rules too: talk about what the agent does rather than the technology behind it, avoid inflated language, and hold to one principle, the agent does the work, the person keeps the decisions.

A system solid enough for every future agent to step into without breaking what's already there.

Read more · When Art Direction Becomes a Set of Rules