A geodesic is the shortest path between two points on a curved surface.

Geodesic Labs is getting clearer about its product, its audience and where it sits in the market. The current identity was made before any of that was settled, and it no longer describes where the company is going.

I don’t know yet what Geodesic will build over the next few years, and this proposal doesn’t pretend to. Finding that out with you is the first step. What I can say is that the new brand will have to work in many places: company communications, product screens, sales, hiring, fundraising, and the growing pile of material that AI tools will produce on the company’s behalf.

That last one changes how a brand system should be built. People will read it, and so will agents, so I’ll write it for both.

This phase runs asynchronously. An AI assistant interviews you through a questionnaire that you answer in your own time: how you describe your customers today, where you think the product is heading, and which parts are still undecided.

Your answers become the first draft of the brand’s DNA. I read it next to the current brand and the companies around Geodesic, then write down a personality, a few creative principles and a working position. That includes how the company brand relates to its products, so that a product launched two years from now has an obvious place in the family.

With the direction agreed, I design the visual system for a modern, AI-native B2B technology company. It has to survive very different sizes and very different hands: a favicon, a pitch deck, a product screen, an image a model generated five minutes ago.

I begin with two or three directions, each a different reading of where the company is going. You choose one, and I refine it over two rounds. A small set of real applications shows whether the system works before I call it finished.

Brand books tend to end up as PDFs that get opened once. Here, the DNA drafted during the interview grows into design.md, a Markdown file that a person can read and an AI tool can follow. Values that work better as data, such as colors, sizes and radii, sit beside the text in YAML or JSON.

When someone at Geodesic asks a model for a landing page, a deck or a product concept, this file is what keeps the result looking like Geodesic. Here is roughly what it will hold.

Since it isn’t clear yet what Geodesic’s products will look like a year from now, this phase builds foundations that any of them can use: tokens, core components, interaction states, and principles for the parts of an interface where AI does the work. One or two example screens show the language in use.

Designing complete products or producing every screen is outside this scope. The point is that whoever designs those screens later starts from the same parts.

The work runs in the same order as this page, and each phase hands something finished to the next. It’s asynchronous, so you give feedback when it suits you, and one person does all of it, from the first question to the last file.

Your main job is one questionnaire, the kind you can fill in over a day. Most of it covers the usual branding ground: the vision, the markets you sell into, your audience, and the images and references you’re drawn to. Some of it is more personal, like what you enjoy outside work and how you picture the company in your head. Those answers tend to say more about a brand than the formal ones.

After that, the work comes to you. Early previews or directions usually arrive within the first week. Most of the time after that goes into preparing and testing the files, so they hold up once your team and your AI tools start using them.

Everything made in this project belongs to Geodesic: the identity, the source files, design.md and skills.md.

The project includes two or three initial creative directions, two rounds of refinement on the chosen identity, and reasonable refinement of the final documentation and UI foundations. Extra rounds, or a substantial change of direction, can be quoted separately.