JIMMY is a high-end AI and VFX studio and creator collective working with brands, in-house teams, agencies and institutions. Its films are made to make people stop, question and share rather than scroll past, and they have drawn hundreds of millions of organic views. When its old identity no longer reflected that experimental spirit, and its website could not show the full range of its work, the studio turned to Decimal.

Decimal started with the website, and the brand grew out of it. While exploring typography and animation for the new site, the team saw a chance to build an identity inspired by the work JIMMY’s artists make. The result translates the fluid, morphing nature of AI-generated imagery into a visual language that never quite settles into one shape.

The wordmark melts and re-forms, its letters stretching into soft, liquid blobs before snapping back into JIMMY. Ease Full Rounded by Studio Freixen carries the headlines, paired with Roboto Mono for captions and details, against a palette of black, light grey and acid yellow. Getting the morphing right took a large share of the project, from the loading screen and page transitions to the logo interaction in the footer.

The website puts the work and the artists front and centre. Visitors can browse a roster of more than twenty creators, open each artist’s page and filter projects by artist, type of work, brand and more. Building a filter that handles several overlapping categories at once was one of the harder problems, and it now makes a large, varied archive easy to explore.

Decimal sees the project as a meeting point of brand and product design, where the identity and the digital experience shape each other. The site stays simple to navigate while leaving room for small moments of delight, from the morphing loader to the transitions between pages. To tune those animations, the studio built Morph Lab, an in-house motion design tool that turns any text into a morphing animation and exports it as a motion asset.