Client: AT&T
Role: Logo / Identity

Meet Craig. Your holographic hype man, personal wake-up DJ, and small biz spiritual advisor—all before your first coffee. He’s smart. He knows you. And yeah, he’s got jokes. Built for the folks who rise early, grind daily, and don’t clock out until the dream’s done. Craig sings. Craig praises. Craig roasts (lovingly). 

ECD: Danger Bea
Creative Direction: Chris Santaiti, Kurt Warner
Design Director: Pedro Zuccolini
Jr. Design: Nancy Gao

Creative Partners: Tool Los Angeles, CA

The creative team surfaced the clever detail that Craig’s name contains ‘AI.’ I built on that insight to craft a sleek, high-end identity system that tied the technology to the brand story, turning strategy into a cohesive visual expression.

The design direction centered around three key principles: sleek, modern, and high-end. The goal was to create a mark that felt both premium and approachable, something that could stand alongside luxury consumer tech while still reflecting Craig’s signature warmth and humor.

By weaving the “AI” insight into the structure of the wordmark, the identity balances intelligence with personality, making the technology feel less intimidating and more human.

Animations property of Tool

Coverage & Recognition

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