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by SFIC Institute
Project Showcases
See How Momentum Strategies Delivers Visual Impact Across Every Brief
ADA Command AI
ADA is a software-based video analytics solution designed to enhance security and operational efficiency without the need for dedicated hardware. ADA works seamlessly with all brands of CCTV systems, offering multiple concurrent video analytics capabilities
The Problem
ADA AI lacked a clear, cohesive brand identity and digital presence for their product suite. The goal was to translate complex technology into a user-friendly and professional visual language.
ADA AI's Old Designs
The Solution
We took ADA from a rudimentary visual identity to a fully realised brand and product experience — developing their branding from scratch, redesigning their software interface for clarity and ease of use, building a sleek client-facing website, and creating a polished brochure suite for presentations. The result was a unified ecosystem that made a complex AI product feel confident, credible, and immediately compelling.
Branding
ADA's visual identity was essentially a blank slate, which meant we had both the freedom and the responsibility to define it from the ground up. We started by presenting three distinct visual directions to align on the overall vibe before committing to any one path — exploring different colour stories, moods, and tones to see what resonated with the client and their audience. Alongside this, we developed three logo concepts to start scoping out the brand's character.
Final Branding
ADA's visual identity was essentially a blank slate, which meant we had both the freedom and the responsibility to define it from the ground up. We started by presenting three distinct visual directions to align on the overall vibe before committing to any one path — exploring different colour stories, moods, and tones to see what resonated with the client and their audience. Alongside this, we developed three logo concepts to start scoping out the brand's character.
Website
From user flow diagrams to wireframes, every screen was thought through with the end user in mind before a single pixel was placed. The final interface spanned around twenty screens, three of the most notable being the sign-in screen (clean, simple, and confidence-inspiring), the dashboard (featuring real-time detection alerts that prompt quick decisions), and the review screen (where users can access snapshots, playback, and reports in one intuitive layout).
UI/UX
The existing software was confusing for new users — there was no menu bar, no clear navigation, and no obvious way to move through the system. Our job was to rethink the user flow entirely, mapping out how someone unfamiliar with the platform would experience it from the moment they signed in to the moment they generated a report.
We worked through the logic of each interaction — why certain actions should be grouped together, how to reduce friction at key decision points, and how dense data like search results and detection stats could be displayed in ways that made sense at a glance. The goal was to balance the product's complexity with real usability, making a data-heavy AI tool feel approachable without dumbing it down.
Sign In Screen
Information Dashboard
Camera Dashboard
Brochure
To complete the full brand ecosystem, we designed a brochure for ADA's Command AI suite — a compact, polished piece built for presentations and client-facing conversations. The core challenge was distilling highly technical concepts into something that a non-technical audience could engage with quickly and confidently. Each spread focused on a distinct aspect of the software: its smart detection capabilities, speed, and adaptability across industries. The design stayed consistent with the brand's visual language — professional, refined, and clear — ensuring that whether a client encountered ADA online or in a pitch room, the experience felt seamless and trustworthy.
ADA Command AI
One cohesive brand, across every screen and touchpoint.
From branding to UI/UX, every touchpoint of ADA Command AI was designed to speak the same visual language — a seamless ecosystem where product design, digital presence, and client-facing materials work together. The brand guide, software interface, website, and brochure all share the same purpose: to make a powerful AI product feel as polished and credible as it truly is.
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