Founded in 2011, Dialpad was the first to bring AI into customer service at scale, setting a precedent for realtime, intelligent communications and setting them up to become a leader in the AI customer service space in 2025.

With the pace of innovation in the space becoming exponential, their identity needed to evolve with them. I've partnered and worked closely in-house to develop an all new identity that signals this shift.

The process began with a new signature mark that puts name equity at the forefront, with a simple, unique take on a common AI shorthand. With the principles of innovation, and empowering businesses and their customers, a system of color, gradient, type and motion followed to embody the confidence, energy and optimism that Dialpad stands for.