Parloa
Brand, Product, Campaign, and Experience for the User Interface of the Future.
Over the past two years, the foundations of generative AI have progressed rapidly: Anthropic, OpenAI and others have fortified the infrastructure layer. Only now is the application layer catching fire, with companies racing to translate that infrastructure into tangible value for enterprises and consumers. Parloa is among that cohort. It builds tools for enterprises to deploy AI agents that handle complex customer interactions. For them, AI is the new UI.
I was involved end-to-end across all phases — Immersion, Strategy, Creative, Guidelines, and Launch. Serving as the consistent designer throughout, I helped shape and carry the work from strategy through to launch. My role was midweight designer at Further (previously DesignStudio).
Strategy
The challenge for us: In such a fast-changing category, how do you create a brand that lasts? And how do you elevate humanity when AI is also at the center of the story? Every competitor leans on the novelty of natural language, ease, and integration. We shifted their focus from the technology, to what it ultimately enables: meaningful relationships that deepen over time.
Brand
At the core of the identity lie overlapping ellipses: lenses through which memory, emotion and meaning converge. These form a monochrome data layer for technical diagramming. That same geometry unfolds, in motion or gradient, into a bright, emotive space that frames key content.
Parloa’s old speech-bubble logo no longer fit its vision. The new mark, derived from overlapping lenses in the identity system, reflects emotional depth and mutual understanding. Refined from hundreds of iterations, it carries weight in static form, dynamism in motion, and a subtle nod to the letter ‘P’.
We chose Exposure by 205TF as Parloa’s display typeface for its conceptual connection to light and letterforms that appear to un-blur as if emerging from memory. The system balances precision with humanity, giving Parloa a voice that can hold technical detail while conveying emotional depth.
Campaign
The system was designed to permit teams to immediately action powerful, evocative brand campaigns. In Parloa’s highly competitive environment, awareness in key cities, salience with high-value audiences, and first-mover advantage mattered.
Product
The Further team worked to apply the system across all digital interfaces, with primary focus on website, product marketing modules, and the Agent Management Platform. Workshops with product leads refined how the agent lifecycle (Design, Test, Scale, Optimize) should feel and look. A secondary pattern system lets each agent take on a unique character. Creative technology agency Made by ON built on this foundation to create and develop the website.
Launch
The brand was built to signal technological leadership inside and out. It needed to attract and inspire the kind of thinkers who define the company’s edge. For employees, it is a reminder they are part of a team shaping the frontier of AI interactions. For prospective talent and customers, it is proof of Parloa’s ambition, a brand that showcases innovation through how it looks, speaks, and moves.
WAVE is Parloa’s annual conference, designed as a platform to convene clients, partners, and industry leaders around the future of customer interaction. In September 2025, it became the first full expression of the new brand system. The event showcased Parloa’s technology in action, demonstrated how the identity extends across campaigns and product, and positioned the company as a leader as application-layer AI begins to scale.
Launching the brand was a collaborative effort. Further created concepts for the WAVE experience. LIT Create worked closely with Parloa’s internal design team to build launch assets across social media and to transform the venue itself — a former iron factory in Berlin — into a distinctly Parloa experience.
