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Is growth holding you back? — It sounds like a paradox, but for scaling businesses it’s a familiar catch-22. The more success a company achieves, the more its leaders must delegate and deliberate—often losing touch with the decisions, direction, and quality that once defined the business. To regain control, many overcorrect, adding systems and structures that only increase complexity. Frustration follows, not from failure, but from growing too fast without clarity.

That’s where Jupi enters—and where How Studio helped bring its vision to life. Through strategy, branding, illustration, and web design, the studio created a world as intelligent, poetic, and precise as the product itself.

Jupi works smarter. As an AI-powered OS embedded within a company, it learns from daily actions, patterns, and culture to align every decision with overarching strategy. Much like a CRM empowers sales teams, Jupi gives leadership clarity, removes bias, builds trust, and enables confident execution—removing the friction that often slows growth.

Despite its intelligence, the experience is surreally simple. By replacing noise, bottlenecks, and bureaucracy with radical transparency, Jupi empowers decision makers, takers, and shapers alike. With the mechanics handled, the brand identity had space to be expressive.

The logo is inspired by Rodin’s Thinker—only in motion. A more active expression of intelligence and intention, it sets the tone for a brand that moves forward with clarity. The voice follows suit: decisive, thoughtful, and confident—designed to make users think, but never hesitate.

At the heart of the system are surreal, Magritte-inspired illustrations. Each scene captures a challenge Jupi helps solve—balancing complexity, gaining control, or aligning teams. These visuals speak in metaphors, offering a world of trust, collaboration, and harmony with wit and depth.

Supporting elements echo the same clarity. Iconography stems from the logo’s rugged forms. The typeface is grounded yet flexible. Motion melts and flows like Dali’s clocks—intelligent, human, and fluid. Altogether, the brand reflects the very thing Jupi delivers: smart, elegant decisions made with confidence.