Clairo AI
BrandCraft and website for private AI agents that run on 100% renewable energy.
Clairo AI builds fully private AI agents that non-technical teams can deploy without code, powered by renewable energy. The technology was ahead of the story. We gave Clairo a position it could own: accessible, responsible AI.
The tension
Powerful technology that business leaders struggled to follow.
Clairo had built a human-centred platform that keeps data completely private and runs on 100% renewable energy from Iceland’s geothermal sources. Non-technical business leaders still could not see why it mattered to them.
Privacy as an afterthought
Across the AI market, keeping data private was treated as optional.
Sustainability ignored
Few platforms gave any thought to the energy behind them.
Complexity for buyers
Leaders needed enterprise-grade AI without the technical overhead.
BrandCore
Responsible AI that business leaders can follow.
The BrandCore strategy work showed that Clairo’s real difference was a commitment to responsible AI: trustworthiness, privacy, sustainability and education. Forward-thinking businesses wanted AI that was simple to implement and aligned with their values on data protection and the environment.
That gave Clairo a space to own: accessible, ethical AI.
The identity
Quiet confidence, and AI you barely notice.
Built with the Clairo team across our BrandCraft expression workshops. Every choice traced back to one belief: AI should be invisible in operation yet powerful enough to free people for meaningful work.
Tastemaking
We tried a new version of the first workshop with Clairo. Instead of universes, a tastemaking session: logo, type, colour and imagery options shown on their own, not inside a moodboard. The team judged each building block on its merits before anything was combined, always against the belief BrandCore set.
Logo
Type
Colour
Imagery
Galaxies
Three galaxies, each built from the tastemaking picks and taken far enough to show how private, sustainable AI could look to a business leader who does not write code: Augmented potential, Circular harmony and The missing teammate.
Planet
One planet: signature orange silhouettes of AI agents working inside everyday scenes while people focus on creative, strategic work. Refined until it holds everywhere from a business card to the product interface.
Tokyo Calm did a brilliant job and are genuinely excellent at what they do. Probably one of the best I’ve worked with.
Julian Box, Co-founder, Clairo AI
The website
Private, sustainable AI, explained without code.
The website tells the story through people, not specifications: private, sustainable AI that needs no coding expertise yet delivers enterprise capability.
Clairo AI runs its private AI agents on 100% renewable energy from Iceland’s geothermal sources, and keeps data completely private. AI that respects people and the planet. That is the test.
Who we work with, and whyTokyo Calm helped us align on a clear strategy to help differentiate the Clairo product. The process gave us the foundation we needed to move forward with confidence.
What does Clairo AI do?
Clairo AI builds fully private AI agents that non-technical teams can deploy without code, running on 100% renewable energy from Iceland’s geothermal sources.
What makes Clairo different?
A commitment to responsible AI: trustworthiness, privacy, sustainability and education, made accessible to business leaders without technical expertise.
What are the orange silhouettes?
Clairo’s signature visual device: AI agents shown working inside everyday scenes, handling routine tasks while people focus on creative, strategic work.
What did the project include?
BrandCraft Foundation and a bespoke website: brand strategy, messaging, visual identity and illustration, pitch deck design and website design.
More work
See all work
If you’ve outgrown the way the market sees you, that’s worth twenty minutes.
A straight conversation about where you are and what you need. If someone else would suit you better, we’ll tell you.