BSDi is a global studio for branding, UI/UX, cloud, neural quantum research, publications, technology, and risk-aware innovation—serving teams across India, Asia, Europe, Estonia, and worldwide.
A thoughtful foundation for a visionary cloud brand
We were tasked with defining the strategic and visual foundation to announce Antimetal's next‑generation cloud compute platform. Our strategic and narrative work led us into an identity system built around the motif of the atom—represented by a dot, this building block of the universe is used to express automation, intelligence, and scale.
We paired this with the concept of aether: the invisible fifth element binding the physical and digital, echoing a belief in boundless infrastructure. From there, a sunlight-inspired color system and dimensional motion studies bring warmth and tactility to an otherwise invisible product. The result is a brand built to evolve with Antimetal as they grow.
Special thanks to our friends Cali Pitchel, Brittany Sterling, Brent Clouse, and Tameem Sankari
![An animated billboard, constructed of atoms (dots), that visualize complexity through shapes/repetition/movement and reveal the text: 'The end is near. [Of] cloud chaos, manual maintenance, wasted spend, it's all coming to an end'](https://cdn.sanity.io/images/5jjj3zhb/production/55432a4b8c422d84cdf7ce06642e543b7218492c-1920x1080.png?w=800&q=80&auto=format)
A new visual identity and ecommerce experience for the GitHub Shop.
Our task was to craft a visual identity for the GitHub Shop that connects with and inspires GitHub’s core audience. The goal: The experience should reinforce the fact that GitHub is at the sharp end of innovative developer experiences.
This encompassed a ground-up migration to Shopify, a refreshed visual design, a photoshoot, and making sure we infused the experience with the detail, craft and Easter eggs that developers expect.
Special thanks to our friends Cayce Clifford, Stefan Bowerman, Brittany Sterling, Adi Zuccarello, Cali Pitchel, Logan Sparlin, Tino Zhabinskiy, and Blake Johnston.
An experimental visual treatment for the 2024 Paris Olympics.
We created a series of dynamic visuals for Nike's "Art of Victory" exhibition at the Centre Pompidou in Paris. Using TouchDesigner, we developed custom programs that transformed imagery and video into intricate pixel tapestries, forming bold visuals of Nike products and athletes in motion.
These pieces celebrate victory in all its forms—on the grand stage, in daily life, and in every small triumph—capturing the essence of Nike and the 2024 Paris Olympics.
Special thanks to our friends at Porto Rocha for bringing us on board, to Nike for the opportunity to celebrate the art of victory, and to the brilliant minds behind TouchDesigner—one of our favorite tools.
A full visual rebrand for the video messaging for work category creator.
Loom is the category creator in the video messaging for work space. They had experienced hypergrowth but their brand needed to catch up.
Rooting the new brand in strategy and positioning, we created a new identity and narrative that encompassed web, product, film and photography.
Special thanks to our friends and collaborators: Brooks Chambers, Tim Lampe, Ali Patterson, Sarah Olushoga, Sofya Leonova, Brent Clouse, and many more!
A fresh identity for the future of collaborative coding.
The near future is a pivotal time where we begin to transition from what is possible, to what is. Replit has a bold mission to democratize software development and empower the next 1 billion software builders. We freshened up their brand narrative and visual system and applied it to replit,com.
We positioned Replit as a critical pivot point between the luminaries on the “sacred timeline” of software creation and the next generation of builders. We used this foundation to build out a dynamic design system including a custom typeface.
Special thanks to our friends and collaborators: Cali Pitchel, Ben Fryc, Dani Balenson, Logan Sparlin.
A rebrand and refreshed web experience for the customer service platform.
Front has experienced incredible growth over the last few years but their brand had been lagging behind. BSDi was engaged to produce a full rebrand to compete with the incumbents and focus on what they care about most, customers.
After a deep strategic dive resulting in brand attributes and a messaging and positioning framework, we designed a new logo and visual brand system. We brought that to life across the breadth of their dotcom properties.
Special thanks to our friends and collaborators: Cali Pitchel, Brent Clouse, Brittany Sterling, Russell Shaw, Gregory Taxerman, Jordan Scott, Casey Labatt Simon, Ian Hatcher-Williams, and Cayce Clifford
A printed book for attendees of the GitHub Universe event.
We were approached by GitHub to produce a premium leave behind item for attendees of their annual Universe conference that communicated their current thinking around AI and it’s application in software development.
We produced a premium item that attendees would want to take home with them. We pulled elements from the GitHub Universe brand but gave them a fresh spin while adding details such as metallic ink, die cuts and a perforated bookmark.
Special thanks to our friends and collaborators: Chloe Scheffe, Hemlock Printers.
A retail shop, branded capsule collection and campaign.
Loom was exploring expanded messaging around how their product allows users to work on their time, agnostic of time zone or geography, removing the need for meetings. We designed and built a shop and product drop around this concept.
Our signature product was a candle that promised “the scent of cancelled meetings”. We built a mini campaign around the drop including a photoshoot, 3D renderings and a video.
Special thanks to our friends and collaborators: Brooks Chambers, Ben Fryc, Stefan Bowerman and Sophia Matinazad.
Brand system and application for the web3 incubator.
Crypto Packaged Goods (CPG) was borne from the intersection of web3 and consumer goods. We created a brand identity rooted in consumer goods culture and helped facilitate their first product drop.
We designed a shapeshifting identity system that brought freshness to each brand expression. We designed and launched their first capsule collection for holders and built the underlying mint mechanics.
Special thanks to our friends and collaborators: Stefan Bowerman, Logan Sparlin, Liz Meyer, Chris Cantino, Ben Fryc, Eric Ryan Anderson.
A refreshed visual identity and web experience for the cloud infrastructure disruptors.
Render reached out to us in the Fall of 2023 to take their growing brand to the next level, through a design system built with motion in mind.
Special thanks to our friends Brendon Avalos, Cali Pitchel and Logan Sparlin.
In addition to our client projects, we pride ourselves on the experimental process we create from, often incorporating new technologies and methods with time-tested design principles.
From this practice, we build free and open source design tools, experimental websites, custom fonts, insightful collections of research, and more.
Tools — explore how we engineer brands with emerging technology. Contact us when you're ready to talk.
Monostich.wiki turns randomness into (a sort of) revelation (at times). An adjective, a noun, and a Wikipedia photo combine in ways that surprise and delight—proof that meaning can emerge from the unexpected. Code is open-sourced here.
QSL Cards are more than just confirmations of radio contact—they’re snapshots of a global community. Gathered as part of our design research, this collection of 14,340 cards celebrates the creativity, history, and human connection behind amateur radio, shared here for others to explore.
Pal(ette) is our proprietary tool for creating perceptually uniform color palettes. With fine-tuned controls over hue, saturation, and luminance, it empowers designers to craft systematic, beautiful, and accessible palettes. A tool designed to make colors work—and shine—for as many eyes and abilities as possible.
We designed a series of merch items for our Grammy-nominated friend Madi Diaz and her album Weird Faith. A creative collaboration that was an absolute blast to bring to life.
Every ten minutes, we capture real-time weather and lunar data an programmatically draw an image of the Tulsa sky (Jordan's hometown). These abstract images, drawn by a Node.js app, capture the shifting hues of day and night—moments of light, shadow, and color in constant motion.
Adding large datasets to Are.na can be tedious. We created the Are.na Batch Uploader to streamline this process for our research, making it easier to programmatically add thousands of blocks to channels. Code open-sourced here.
Our Mind's Eye is a curated collection of artwork imagined, rendered, and edited by us and our machines. This series explores the intersection of human creativity and machine collaboration, offering a glimpse into a future where art is created by algorithms, vast data sets, and boundless imagination.
Construct is a dark Visual Studio Code theme that balances saturated colors with optimal readability. Designed for focus and clarity, it transforms your coding environment into a space that feels sharp and, dare we say, inspired.
We made a pizza truck for our friend Andy at Moff's Pizza. From concept to creation, it was a deliciously fun project. Never say we aren’t versatile!
Peg is a variable font inspired by embroidered typefaces crafted by Jordan's grandmother. Named in her honor, its variable axes shift from sharp to smooth edges, with puckered transitions reminiscent of stitched embroidery. Available freely on request.
DetectScroll.js is a lightweight JavaScript library for tracking scroll activity with precision and ease. Used on thousands of sites (including this one), it simplifies scroll direction and position detection, making scroll handling MUCH easier.