LEOPRD was already ahead in the emerging practice of helping brands become more visible, understood and referenced by AI.

By combining LEO, Language Engine Optimisation, with PR and SEO, the business helps brands become the ones ChatGPT recommends. Hence the clever name.

Because the business is built around making brands easier to see, understand and remember, the identity needed to practise what it preached.

We created an unmissable brand using bold singular colours, loud typography, dynamic patterns and an unmistakable leopard mascot.

The custom logotype draws on the fierceness and distinctive eyes of the leopard, reflecting what LEOPRD does: getting brands in sight, seen and spotted.

The typography was chosen to uphold the character and volume of the brand’s voice while remaining native to Google Workspace, so none of that personality is lost wherever the brand needs to live most.

Across the visual language, the nature of the business is written into the identity itself, with L E O P R D embedded throughout the mascot, symbols and patterns. An identity that quite literally practises what it preaches.

The patterns take inspiration from the leopard’s rosettes, markings naturally used for camouflage. We enlarged them and rebuilt them from lettering, turning something intended to blend in into something impossible to miss.

A visual metaphor for the problem LEOPRD solves: how brands can disappear into the noise or become distinctive enough to be found.