FifthRow
·FifthRow helps companies harness the
power of AI to make smarter decisions about where to
innovate, saving them millions in professional services.
We partnered with their team to craft the brand strategy,
identity, website, and app.
power of AI to make smarter decisions about where to
innovate, saving them millions in professional services.
We partnered with their team to craft the brand strategy,
identity, website, and app.
Enterprise innovation has an efficiency problem. Companies spend millions on consultants to research markets, validate ideas, and find the right talent for new ventures. FifthRow, built by U+ Digital Ventures, compresses that entire process into a single AI-driven platform.
The brand needed to catch up with an already bold product, and FifthRow was looking for an identity as confident and irreverent as the technology behind it. Together we crafted a brand that’s digital-first in practice, not just principle, with special consideration for motion, procedurally generated patterns, and dynamic content.
Core creative concept
The core concept for FifthRow was to build
a brand that behaves like its product, using procedurally
generated animated patterns to mirror the intelligence at the heart of the platform. They became the centerpiece of every application, a living visual system that anchors the entire brand.
Every pattern begins as a simple black and white movement map, transformed into FifthRow's distinctive shapes using Cavalry, a procedural motion design tool. The process mirrors the product itself: feed in data, get a unique result.
Digital-first
Brands that live on screens are different. Every element of FifthRow's identity is designed to perform in a digital environment, from typography and colour optimised for screen rendering to assets created around motion rather than static layouts. It all works seamlessly across product interfaces, websites, and social platforms.
The product
The brand identity lives inside the platform. FifthRow’s four AI tools — Research, Discovery, Market Testing, and Talent Matching — each became a touchpoint where brand and product are inseparable.
The visual system, the voice, the patterns all carry through into the product experience.
Color palette
FifthRow’s colour palette strikes a balance
between confidence and irreverence. Bold enough to hold
its own in enterprise contexts, playful enough to signal
a company that refuses to blend in.
Typography
Matter by Displaay Type Foundry anchors the typographic system. It’s a geometric sans serif with plenty of character: clean, modern, and inviting. Paired with Aeonik Fono, which brings a more technical, structured feel balancing Matter’s warmth.
The 5×5 grid
FifthRow’s name gave us the system. Every application is built around a dynamic 5×5 grid that adapts to the medium, dividing space into bold, colourful blocks that hold anything from patterns and images to text. A simple structure with room for endless variation.
The team
Martin Ehrlich
Alex Predusel
Tom Hodbod
Mubeen Qassim
Nicolas Garcia
Martin Egrt
Media & Press
- The Brand Identity
Visuelle
Brands In Motion
