Nyuman is a Japanese AI-powered automation platform built to make everyday work simpler and more enjoyable. Previously known as Yoom, the company was moving beyond classic workflow automation toward a new idea of AI as a digital colleague rather than one more tool. The new name joins “New” and “Human” to signal that shift, and the brand had to carry it.

Moonsight Agency was asked to turn a complex technical product into an approachable, recognisable brand, and to step away from the visual language that automation platforms usually share. The studio built the visual identity around a single idea: bringing humanity into technology. A distinctive wordmark, expressive typography, a vibrant palette, playful graphic elements and a family of four characters work together as one system.

Typography does a lot of the talking. The system is set in Geist, and the type specimen shows small characters and shapes slipping into the alphabet itself. Animated font pairings and kinetic headlines such as “Automate” let the letters move with the same lightness as the rest of the brand, while a bright blue base keeps everything legible and confident.

The characters became the heart of the identity. Kiro, Tsumu, Hako and Sora each have their own silhouette, colour and personality, yet they share one simple geometric language, so they read as a family. Developed in both 2D and 3D, they use expressive faces and small details to act out different emotions and situations. Instead of the robotic imagery common in AI branding, they come across as friendly colleagues who help people through everyday tasks.

Each character also has a room of its own, a small isometric world that stands for one part of the platform's work. Tsumu's connecting room wires app icons together, Sora's server room is lined with shelves of glowing data, Kiro sits at a desk in the operations room, and Hako fields a cloud of messages in the inbox room. Props such as a laptop, an alarm clock and a coffee mug let the characters slip into everyday working moments, which keeps the automation story grounded in familiar office life.

Motion design carries that personality across the system, from animated characters and icons to graphic shapes and cascading type compositions. The toolkit was built to work across digital communications, social media and advertising while leaving room for play. In outdoor campaigns the characters climb onto billboards and spill over the frame, next to lines such as “You do the thinking. Let AI do the clicking.”

The result balances the functionality of a B2B technology platform with the warmth and accessibility of a consumer brand. Branded merchandise, collateral and a full set of guidelines show the system holding together well beyond the screen. Nyuman now presents automation as something less technical and more personal: software that works alongside people rather than simply performing tasks.