One coherent identity for an expert voice in AI.

Cristina Santamarina is a consultant, speaker and educator specialising in AI. Personal branding for AI experts comes with a specific challenge: the field moves fast, and an identity that felt current two years ago can quickly start to feel dated. A few years ago we designed her original identity around a unicorn concept, but as her work moved firmly into AI consulting and teaching, that image no longer matched who she’d become or the authority she needed to project.

The challenge with personal branding is avoiding the easy trap: writing a name in a nice typeface and calling it a logo. For the wordmark, we kept her name as the base, but added an underscore at the end, animated to blink like a cursor. A small, deliberate signal that something is loading, processing, connected to the digital world she works in.

Around that, we built a visual system suited to how AI actually feels and looks today: abstract organic shapes, blur and translucency instead of hard geometric edges. The colour palette carries over her original salmon tone, pushed brighter and more alive, with a purple added to anchor it more clearly in digital and tech territory.

Identity alone doesn’t hold together without the material that carries it day to day, so we extended the system into presentation templates and social media templates, giving her communication across every touchpoint a consistency it didn’t have before.

Done well, personal branding for AI experts should feel like an extension of how someone actually thinks and communicates, not a generic tech aesthetic layered on top. That’s part of how we approach every project — understanding first, designing second.

The result: Cristina’s entire communication now runs on one coherent, updated visual identity, instead of a patchwork of one-off designs. 

Personal Branding · Visual Identity · Graphic Design · Spain