Building a Spatial Intelligence Identity for Hesai’s Pivot into the Physical AI Era. The World’s First AI Spatial Camera, for Robotics Training and more
Hesai, already a global leader in LiDAR, was making a decisive pivot: expanding beyond automotive perception into the broader domain of spatial intelligence and Physical AI. At the center of that ambition sits KOSMO — the world’s first AI spatial camera.
This handheld platform integrates Hesai’s advanced LiDAR with high-resolution imaging, AI algorithms, and 3D Gaussian Splatting to capture physical environments in high-fidelity, editable 3D digital assets at scale. It turns scarce real-world spatial data into foundational infrastructure for robotics training simulations, interactive digital twins for real estate and home design, immersive content for film and games, cultural heritage preservation, and the digitization of complex industrial spaces. The brand had to do more than look premium; it had to articulate a new category — the bridge between the physical world and its intelligent digital twin.
Leading through Kosmo consensus
Facilitating Real-Time Miro Workshops that Aligned Global Grid Agency x Hesai’s CMO / Kosmo Team
As the Creative Director for Global Grid Agency, it was important align with Hesai's CMO and internal strategy team. We designed a deliberately collaborative process and hosted a series of real-time online workshops via Miro that became the heartbeat of the engagement. These were not passive presentations; they were structured consensus-building forums. Hesai’s technical, marketing, and leadership teams actively shaped every major decision — logo ideation that explored spatial depth, multi-axis capture, and the cosmic resonance of the name “Kosmo,” color palette variations balancing technological precision with luminous energy, key visual treatments that visualized the seamless transformation of real space into digital asset, refined logo lockups, and a comprehensive User Experience point of view for the website and broader digital ecosystem.
From Refinement to Readiness
Delivering the Brand Book and Human-Centered Website Experience Ahead of 2026 Launch
The work moved deliberately from expansive exploration to focused refinement. The resulting Brand Book compiles that journey: a cohesive visual and verbal system ready to carry the sub-brand into market. Parallel to identity development, I led the website design and UX strategy — crafting clear, application-driven journeys that make sophisticated spatial intelligence technology feel accessible and inspiring for B2B audiences in robotics, real estate, and creative industries. The site is currently in its final stages of software development and testing, timed to support KOSMO’s official launch in the second half of 2026.
What elevates this project is the dual achievement. We delivered a complete brand system and digital experience while facilitating genuine alignment between a sophisticated global technology organization and the creative systems thinking required to introduce a foundational product for the Physical AI era. The identity we shaped evokes both the intimate fidelity of the world we inhabit and the vast scale of the data that will train the machines that move through it.
Leading this effort reinforced a principle that has guided my work across every major client: the most powerful brands emerge when creative leadership creates the conditions for true consensus between technological ambition and human understanding. KOSMO’s visual language and digital presence now stand ready to do exactly that. I am proud of the collaborative process, the refined Brand Book, and the ongoing partnership that will soon introduce this sub-brand to the world. This project is a defining chapter in my portfolio — a testament to strategic creative leadership at the frontier of Physical AI.
Merchandise
Kosmo World-Creator Collection Proposal
A premium, unique collection to cater to our early adopters (B2P-Business-to-professionals) and have an inclusive, special Kosmo World crew. The collection ideas were well received. Click through our Figma Brand book file in order to view the full collection. Enjoy.
What elevates this project is the dual achievement. We delivered a complete brand system and digital experience while facilitating genuine alignment between a sophisticated global technology organization and the creative systems thinking required to introduce a foundational product for the Physical AI era. The identity we shaped evokes both the intimate fidelity of the world we inhabit and the vast scale of the data that will train the machines that move through it.
Leading this effort reinforced a principle that has guided my work across every major client: the most powerful brands emerge when creative leadership creates the conditions for true consensus between technological ambition and human understanding. KOSMO’s visual language and digital presence now stand ready to do exactly that. I am proud of the collaborative process, the refined Brand Book, and the ongoing partnership that will soon introduce this sub-brand to the world. This project is a defining chapter in my portfolio — a testament to strategic creative leadership at the frontier of Physical AI.