Hernan Valencia - Creative Director and Graphic Designer

Quiq: Making AI logic visible

Overview

Quiq is an agentic AI company out of Montana. I led brand strategy and visual identity, building a complete brand system in under three weeks. The goal was to take Quiq from a CX software vendor to an expert partner, an identity with the authority of a practitioner and the transparency of an engineer.

A customized sans-serif with structural integrity and momentum with enterprise authority.

Based on the Treasure State's topographical spectrum

Typography: Publico for editorial voice, Inter for the technical engine,
and IBM Plex Sans for data and evidence.

A small sample of the visual system for Quiq: Agentic AI

Can't be a tech company without swag for the teams

A Deeper Look

Challenge

The brief was to make agentic AI feel trustworthy in a category full of hype. Most AI brands sell the magic but Quiq’s customers are CX leaders who need to trust what happens inside the machine, so we went with an editorial tone and observability.

The idea was resolution. Every customer conversation is a path from need to resolution, and the brand became a way to show that path. That became the creative platform, Visible Logic: the friction between intelligence and perception, expressed through nodes, threads, and structure. Three principles filtered every decision: visualize the logic, not the magic; direct the flow toward resolution; and make every element earn its place.

The look came from the place. Quiq’s Montana roots gave us a palette that moves away from cold SaaS grays toward warm, grounded mineral tones, with blue and amber doing the work of action and insight. Each color has a job, and the typography has a hierarchy to match.

The result was a system, not a logo. In under five weeks, strategy, voice, wordmark, icon, color, type, illustration, and product imagery were documented in a single brand manual. It’s flexible enough for the team to keep building without starting over.

Credits

Chief Marketing Officer
Jen Grant

Collaborators
Senior Copywriter / Michael Ricigliano
Design Support / Melanie Palishen