SeidrLab is a human-first AI transformation consultancy and technology company. The brief was a new imagery approach and a brand motif. The idea was to combine the human aspect of the company with their technological expertise. We called the direction Soft Naturalism. Using Midjourney in combination with photo editing, technology is blended with ethereal nature imagery and painterly, paper-like textures. Expressing transformation, resilience and efficiency. The sparkle shape in the SeidrLab logo was used to design three brand patterns, symbolising the mathematical precision behind AI and data science.