How&How Crafts a Surreal, Cerebral Identity for Jupi
Published Jul 15, 2025
Creative agency How&How have unveiled the striking new branding for Jupi, the latest venture from serial entrepreneur Nick Hernandez, founder of 360Learning.
Positioned as an AI-powered decision-making OS for modern businesses, Jupi promises to cut through bureaucracy and bottlenecks, aligning every choice with a company’s bigger picture. To match this promise, How&How delivered an identity that’s as imaginative as it is purposeful.
Inspired by Rodin’s Thinker (now standing up and ready for action) the Jupi logo embodies intelligence in motion. The visual system leans into Magritte-like surrealism, with metaphorical illustrations that capture the balancing act of leadership and the clarity Jupi brings. Paired with a robust typeface and dreamlike motion graphics, the brand feels both serious and softly surreal, much like the Dali clocks it nods to.
You can view the full project on How&How’s website.
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