HEX’s electric identity for Composio represents how the product works

Composio makes the infrastructure that lets AI agents act in the real world, handling the technical plumbing behind an agent system, such as authentication, sandboxed execution and the orchestration of tool calls across more than 1,000 apps. HEX, an experimental creative studio working almost entirely in tech, was commissioned to design a full rebrand, spanning the strategy, art direction, visual system, graphic design and motion, with a showreel alongside it. Building on an existing logomark created as part of an earlier refresh, HEX created a vibrant concept around electricity – to dramatise the invisible infrastructure that lets AI agents act – through beams, intense light, motion and pace. “Developers are not a monolith, and ‘technical’ is not an aesthetic,” Founder & Creative Director Ayush Soni tells us. “When someone says ‘developer-friendly brand,’ what comes to mind? Maybe a dark background, monospace font, terminal-green accent colour and a subtle grid pattern. This visual language borrows from the tools developers already use, which sounds like a reasonable instinct until you realise it produces the same brand for every company in the space,” he continues. “The result is not developer-friendly; rather, it is developer-familiar.” “With Composio, we understood from first principles what the product had to offer and had first-hand experience of the value it provided to real technical teams,” Soni explains. “In effect, the high saturation beams and electric colour system wasn’t a random visual experiment that resonated – this is genuinely how Composio works,” he continues. “The electricity was the most technically accurate way to represent what Composio truly offers, and we doubled down on this,” he adds. “One quick look at the system and you should be able to feel the power; this informed the level of restraint across the illustrations and colour language. With overlaying colour beams and high-contrast illustrations, we could represent energy fields.”