Rigetti / Science, not fiction
Led a strategic brand transformation for Rigetti Computing, positioning them distinctively against tech giants before a critical industry event. Directed an agile team that delivered a bold new color palette, digital-optimized logo, and user-centric website that aligned with business objectives.
The rebrand became the foundation for Rigetti's successful evolution from startup to public company, supporting leadership transitions and product expansion. Ultimate validation came in 2024 when Rigetti re-engaged our team to create the brand identity for Novera, the world's first personal quantum computer—confirming our work's enduring impact on quantum computing history.
For the brand, we amplified its boldness. The website design was inspired by IBM and Google's exclusive CES exhibits, but doing the opposite. Instead of making quantum computing seem mysterious and out of reach, we designed a site that's transparent and simple to understand.
This fit perfectly with Rigetti's goal of bringing quantum technology to everyone.
The brand was a mishmash
Years of quick fixes and inconsistency created a brand with no uniform identity or equity.
We did something nobody else would
We removed all barriers between the machine and potential users.
Simple language makes it accessible
We let the numbers explain the technical details. We talked about the machine in clear, simple language, with nothing to hide.
Future proofing
We knew the technology would change, so we designed a flexible, component-based system that could adapt in both function and display.
Creating community
One of our goals for the site was to invite people to work with Quantum. We kept the CTA clear and simple to ensure easy access.
A fun fact about this project…
Being different by being us
The CES IBM exhibit inspired us. Their machines were showcased like jewelry, with velvet ropes and special lighting, making them seem unobtainable.
Before this, we struggled to create something impactful. Seeing what others were doing made it clear—we needed to do the exact opposite.
