See the whole site. A brand built in a day, with AI in the loop — and the direction made by a person.
I gave myself the brief I'd give a client, then built the whole identity in an afternoon.
Sightline is invented: an AI that watches jobsite and field footage and flags what matters — a missing tie-off, a blocked exit, work that's actually done. The point of the exercise wasn't to prove AI can make logos. It was to show what still needs a person: the brief, the concept, the restraint, and every call about what to keep and what to throw away. AI moved fast. I decided. Here's the system, and the decisions inside it.
Every vision startup reaches for an eye or a lens. Sightline's mark goes the other way: a hard-edged S cut into a hexagon, with its middle stroke pulled out as a single orange bar — the sightline. Structure first, symbol second. It holds from a hard-hat sticker down to a favicon.
The orange sightline is the one place signal appears — everything else is structural. It works in two colors or one: knock the middle out to white and the mark still reads. At favicon size the detail collapses and the whole S goes solid orange, so it never turns to mud.
Field-safety brands default to hazard-cone orange on black. I pulled the orange back to a single accent — a point of focus, not a warning — sitting on a confident graphite so the system reads as trusted infrastructure. Lime handles live detection states only.
Clash Grotesk carries the brand — a grotesque with flat, cut terminals that echo the angular mark, set heavy for the wordmark and headlines. Geist runs the long text. Two faces, no flourishes.
The identity has to survive contact with the product — a phone in a gloved hand, a dashboard at 7am, a sticker on a hard hat.
Field capture · iOS
Web · dashboard
Sticker · hard hat
Apparel · hi-vis vest
Print · business cardsAn identity earns its keep when it still reads on a highway, in a magazine gutter, and on a fence at dusk. The mark holds; the campaign line does the arguing.
Print · trade press
Environment · signage
Collateral · the kitThe model was a fast, tireless studio. It was not the art director. These are the four decisions that made the difference.
Every first-pass mark was an eyeball or a camera lens — the whole category's cliché. I pushed it toward a monogram instead, then made the call that gave it meaning: pull the S's middle stroke out as an orange sightline. Structure carries it; the color just points.
The obvious field palette screamed hazard. I demoted the orange to a single focus accent on a calm graphite, so the brand reads as infrastructure you trust, not a cone you step around.
The generated logotypes were busy — custom ligatures, a dot on the "i" shaped like a lens. I set it in one clean weight of Clash Grotesk instead. Restraint was the call the model wouldn't make on its own.
Drafts leaned on "AI-powered site intelligence." I cut it to See the whole site — the benefit in the user's words, with a double meaning that earns its place. The tech is the how, not the pitch.
This is the shape of brand work now: the execution collapses from weeks to hours, and the value moves almost entirely to judgment, most of it in what gets rejected. Sightline is invented so I could show the whole arc in one piece: strategy, mark, system, and applications, with a clear trail of the decisions a director makes and a model can't. That's the part of the job I'm built for.
Sightline is a fictional brand created as a self-initiated concept. No company, product, or client is represented. Identity, copy, and mockups designed by Don Le with generative tools in the loop.