A voice that carries.
The left half radiates outward like a voice travelling down the line: a call going out, answered. Its four strokes also echo the cross practices already trust.
Kaia
Giving an AI receptionist a voice, and a K practices remember.
- Client
- Kaia · The Aesthetics OS
- Role
- Brand designer, solo
- Timeline
- 3 weeks
- Studio
- WeLaunch Design
- Scope
- Brand identity & launch
- Year
- 2026
- 01 · Problem
- Launching into the biggest room of the year, with no brand.Kaia was a brand-new AI receptionist with no identity, three weeks out from ASPS, where it had to win over plastic surgeons on sight.
- 02 · Solution
- A mark that sounds like it answers the phone.I built the K from a voice burst and an AI spark, so practices read “receptionist you talk to” before reading a word. Guidelines, print, social and covers were ready for launch day.
- 03 · Result
- Interested clients came in before the brand even launched.
A brand-new AI that answers the phone for aesthetic practices, and needed to sound human doing it.
Kaia is one system for aesthetic and plastic surgery practices: an AI receptionist that answers every call 24/7 and books consults in real time, a CRM that follows up every lead, and an EMR built for aesthetic charting. New business, no identity, and a launch date at ASPS in Houston.
[1] Kaia AI[2] Kaia CRM[3] Kaia EMR
Make it a voice
Kaia isn’t a chatbot. It’s a receptionist you talk to, so the brand had to carry sound.
Put the K first
The client wanted the letter K to be the hero of the mark, readable at any size.
Read as AI, and as trustworthy
Clinicians had to see a capable AI tool, not a sci-fi gimmick.
TeamMe, soloTime3 weeksDeadlineASPS · Oct 15–18
The idea: one mark, three answers
A K you can’t miss.
The right half curves like a sound wave and closes the letterform, so the K reads first on a favicon, a phone screen or a booth banner.
One spark of AI.
A single cerulean spark, the only accent in the mark, signals intelligence without robot clichés, and became the brand’s highlight colour everywhere.
Voice, K, AI. One mark.
Set beside a calm wordmark, the icon works as the primary logo, a stacked secondary and a stand-alone app icon.
The identity system
A logo suite for every surface, a colour palette led by Green Vogue and the cerulean spark, and a three-family type system.
Colour
Click a swatch to copy its hexTypography
Headlines · Bricolage Grotesque ExtraBold
Every call. Every lead. One system.
Body · Rubik
Kaia answers every call 24/7, books consults in real time and hands off to your team when it matters.
Labels & UI · Space Mono
[1] KAIA AI · [2] KAIA CRM · [3] KAIA EMR
Wordmark
Drawn from Marcante Semi Bold: calm and rounded, so the icon does the talking.
Kaia, live
The identity out in the world: on the street, on screen and in hand at the booth.
Built for the booth
The print kit built for ASPS Houston, Oct 15–18, at Booth #211. Three cards, each telling one part of the product, front and back.
[1] The whole system
[2] Finally connected
[3] The 11:42 PM call
Practices are asking about Kaia before the brand has even launched.
“Kaia is hard to explain: an AI that answers your phones. In three weeks Axel turned that into a brand practices trust on sight, and a launch kit we’re proud to hand over at the booth.”
ClientKaia · The Aesthetics OS
DesignAxel Apelo, solo
StudioWeLaunch Design
DeliveredLogo system, identity, print, social
Social, ready to post
A launch set that turns Kaia’s promise into scroll-stopping moments: the 7:14 PM missed call, the drowning front desk, the cost of voicemail.
Carousel · Three questions to ask any AI receptionist vendor