Augment Code
Augment Code is the most powerful AI development platform built for professional software engineers working on enterprise-level codebases.
Brand Production
Integrated Campaigns
Print & OOH
Digital & Social
Swag
The Challenge
Augment’s initial brand relied on only a few visual elements, which quickly became repetitive. Non-designers struggled to use it effectively, and the limited range made the brand feel flat to audiences over time After the company’s first Head of Brand joined, I partnered with her to redefine the visual direction through research, competitive analysis, and early exploration.
Moving through Creative R&D
I partnered with the company’s Head of Brand to redefine the visual brand through research, competitive analysis, and evolution by testing.
Because the AI software space is visually crowded, we explored a wide range of concepts: bold textures, typographic systems, contrasted visual language for paid vs. organic, and design moments that ‘hooked’ users instantly. The goal: fit inside the AI software category while looking nothing like the rest of it.
Learning and Scalingwith Demand
As the company scaled, the brand expanded into a cross-channel system—website builds, feature explainer visuals, product diagrams, high-volume paid campaigns, billboards, customer story kits, presentation systems, and tradeshow booths. The brand continued to evolve as we learned from performance data, adapting visuals to audience behavior, refining product storytelling, and building a sense of culture through design.
This included hiring visuals, social formats, new-joiner announcements, and team spotlights. Design became both a growth engine externally and a cultural signal internally.
Other Projects
Services
Brand Design Extension
Presentation & Pitches
Digital & Social
Print & Out-of-Home
Data Visualization
Sales Enablement
Integrated Campaigns
Templates & Toolkits
ABOUT
Former has a simple belief: where you’ve been gives your next move its shape.
Every brand has a past, a trajectory, and an evolving identity. We’re familiar with this arc and know when a shift is on its way. Most businesses don’t need reinvention. They need a partner who understands provenance and can extend early foundations into considered advertising, campaigns, presentations, and real-world assets.
That’s the work we do: build what moves you forward.
89+
Brands partnered with
22+
Industries served
TEAM
Former is independently run by Chi Lee.
It is shaped by a decade of her former experience in strategy consulting, creative direction, and design advisory.
The studio is supported by a scalable network of designers, developers, and trusted collaborators brought in as projects grow.
Augment Code
Augment Code is the most powerful AI development platform built for professional software engineers working on enterprise-level codebases.
Brand Production
Integrated Campaigns
Print & OOH
Digital & Social
Swag
The Challenge
Augment’s initial brand relied on only a few visual elements, which quickly became repetitive. Non-designers struggled to use it effectively, and the limited range made the brand feel flat to audiences over time After the company’s first Head of Brand joined, I partnered with her to redefine the visual direction through research, competitive analysis, and early exploration.
Moving through Creative R&D
I partnered with the company’s Head of Brand to redefine the visual brand through research, competitive analysis, and evolution by testing.
Because the AI software space is visually crowded, we explored a wide range of concepts: bold textures, typographic systems, contrasted visual language for paid vs. organic, and design moments that ‘hooked’ users instantly. The goal: fit inside the AI software category while looking nothing like the rest of it.
Learning and Scalingwith Demand
As the company scaled, the brand expanded into a cross-channel system—website builds, feature explainer visuals, product diagrams, high-volume paid campaigns, billboards, customer story kits, presentation systems, and tradeshow booths. The brand continued to evolve as we learned from performance data, adapting visuals to audience behavior, refining product storytelling, and building a sense of culture through design.
This included hiring visuals, social formats, new-joiner announcements, and team spotlights. Design became both a growth engine externally and a cultural signal internally.
Other Projects
Services
Brand Extension
Presentations
Digital & Social
Print & Out-of-Home
Data Visualization
Sales Enablement
Integrated Campaigns
Templates & Toolkits
ABOUT
Former has a simple belief: where you’ve been gives your next move its shape.
Every brand has a past, a trajectory, and an evolving identity. We’re familiar with this arc and know when a shift is on its way. Most businesses don’t need reinvention. They need a partner who understands provenance and can extend early foundations into considered advertising, campaigns, presentations, and real-world assets.
That’s the work we do: build what moves you forward.
89+
Brands Partnered With
22+
Industries Served
TEAM
Former is independently run by Chi Lee.
It is shaped by a decade of her former experience in strategy consulting, creative direction, and design advisory.
The studio is supported by a scalable network of designers, developers, and trusted collaborators brought in as projects grow.
Augment Code
Augment Code is the most powerful AI development platform built for professional software engineers working on enterprise-level codebases.
Brand Production
Integrated Campaigns
Print & OOH
Digital & Social
Swag
The Challenge
Augment’s initial brand relied on only a few disconnected elements, which quickly became repetitive. Non-designers struggled to use it effectively, and the limited range made the brand feel flat to audiences over time.
Moving through Creative R&D
Former partnered with the Head of Brand at Augment Code to evolve the visual identity through research, competitive analysis, and iterative testing. The goal: fit within the AI software category while looking nothing like the rest of it.
We explored a spectrum of directions: (1) multi-scale pixel treatments that move from coarse grids to fine detail, which mirror how engineers move between high-level architecture and low-level code; (2) digital dithering to reference early graphics, old renderers, bitmap tools, low-bit displays. Both were elements that felt authentic, not decorative to engineers.
The website became the first place to pressure-test these elements.
Learning and Scalingwith Demand
As the company scaled, the brand expanded into a cross-channel system: website builds, feature explainer visuals, product diagrams, high-volume paid campaigns, billboards, customer story kits, presentation systems, and tradeshow booths. We took learnings from performance data in order to adapt visuals to audience behaviour, refine product storytelling, and build a sense of culture through design. This work spanned the better half a year and continues to settle as the brand matures overtime.
Other Projects
Services
Brand Design Extension
Presentation & Pitches
Digital & Social
Print & Out-of-Home
Data Visualization
Sales Enablement
Integrated Campaigns
Templates & Toolkits
ABOUT
Former has a simple belief: where you’ve been gives your next move its shape.
Every brand has a past, a trajectory, and an evolving identity. We’re familiar with this arc and know when a shift is on its way. Most businesses don’t need reinvention. They need a partner who understands provenance and can extend early foundations into considered advertising, campaigns, presentations, and real-world assets.
That’s the work we do: build what moves you forward.
89+
Brands partnered with
22+
Industries served
TEAM
Former is independently run by Chi Lee.
It is shaped by a decade of her former experience in strategy consulting, creative direction, and design advisory.
The studio is supported by a scalable network of designers, developers, and trusted collaborators brought in as projects grow.