Fraim: AI Coordination

Fraim is a Melbourne-based startup built to solve the problem of large-scale coordination in businesses through AI. In 2023, with AI assistive technology and LLMs in their infancy, I led the creative direction and development of the Fraim brand. Building on the developing global language of AI in a way that felt subtle, smart and refined. Using these guidelines and principles, I helped lead the design of Fraim's flagship first release mobile app to test with early customers.