How Hebbia built a generative brand system with FLORA
How Hebbia built a generative brand system with FLORA
How Hebbia built a generative brand system with FLORA
FLORA
The Opportunity
In July 2024, Hebbia closed a $130M Series B at a $700M valuation, making it one of the fastest-scaling AI companies in financial services. But their visual identity hadn't kept pace. As Hebbia moved upmarket, competing for seven-figure enterprise contracts and legacy incumbents, their brand needed to signal the same premium positioning as their product. “We need a brand that’s not only differentiated from competitors, but reflects that same love for craft and design that the finance world is infamous for " says Arjun Mahesh, Head of Design at Hebbia.
The Opportunity
In July 2024, Hebbia closed a $130M Series B at a $700M valuation, making it one of the fastest-scaling AI companies in financial services. But their visual identity hadn't kept pace. As Hebbia moved upmarket, competing for seven-figure enterprise contracts and legacy incumbents, their brand needed to signal the same premium positioning as their product. “We need a brand that’s not only differentiated from competitors, but reflects that same love for craft and design that the finance world is infamous for " says Arjun Mahesh, Head of Design at Hebbia.
The Challenge
In 2025, Hebbia partnered with The Wilder Agency to establish brand foundations: colors, typography, generative illustrations, and art direction. They brought FLORA into the process to push generative imagery and photography significantly further.
The Challenge
In 2025, Hebbia partnered with The Wilder Agency to establish brand foundations: colors, typography, generative illustrations, and art direction. They brought FLORA into the process to push generative imagery and photography significantly further.
"It's a very fluid process. We used it to stress test 100+ directions in a fast way. FLORA is an integral part of both exploration and final output"
Greer Chapman
Associate Creative Director @ Hebbia
"It's a very fluid process. We used it to stress test 100+ directions in a fast way. FLORA is an integral part of both exploration and final output"
Greer Chapman
Associate Creative Director @ Hebbia
Hebbia’s New Look and Feel
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
Exploration
Breadth
Rather than committing early to a single direction, the team stress-tested variations across age, formality, and expression generating high-fidelity visualizations before any production commitment.
Exploration
Breadth
Rather than committing early to a single direction, the team stress-tested variations across age, formality, and expression generating high-fidelity visualizations before any production commitment.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
FLORA also let us standardize our portraiture style and extend it to key stakeholders — like our partners at Anthropic — who couldn't be on set."
Arjun Mahesh
Head of Design @ Hebbia
FLORA also let us standardize our portraiture style and extend it to key stakeholders — like our partners at Anthropic — who couldn't be on set."
Arjun Mahesh
Head of Design @ Hebbia
Art Direction
Depth
FLORA gave the creative team the ability to iterate on pre-visualization details before ever stepping on a real set. From wardrobe to environment to subtle finance references (a tennis ball on the bookshelf or specific watch details), every visual cue could be tested and locked before the real costs kicked in. This saved the team from time-consuming location scouting or unwanted production day surprises.
Art Direction
Depth
FLORA gave the creative team the ability to iterate on pre-visualization details before ever stepping on a real set. From wardrobe to environment to subtle finance references (a tennis ball on the bookshelf or specific watch details), every visual cue could be tested and locked before the real costs kicked in. This saved the team from time-consuming location scouting or unwanted production day surprises.
Wardrobe
"Put her in a Loro Piana suit"
Environment
"NYC skyline, dusk vs. dawn lighting”
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
Material System
Hebbia's new identity is rooted in materials built to endure: metals, stone, surfaces that outlast time. Bringing this system to life was instant in FLORA: generate the image, add a video node, animate. What once required an entire motion pipeline happened in a single step.
Material System
Hebbia's new identity is rooted in materials built to endure: metals, stone, surfaces that outlast time. Bringing this system to life was instant in FLORA: generate the image, add a video node, animate. What once required an entire motion pipeline happened in a single step.
The FLORA Difference
“FLORA allowed us to go much wider than we ever could have in exploration, and iteratively get into details like prop styling, lighting, and staging to reach a level of specificity that a 2-person team couldn't otherwise achieve." said Greer. For a high-growth company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional; it was essential.
The FLORA Difference
“FLORA allowed us to go much wider than we ever could have in exploration, and iteratively get into details like prop styling, lighting, and staging to reach a level of specificity that a 2-person team couldn't otherwise achieve." said Greer. For a high-growth company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional; it was essential.
The Opportunity
In July 2024, Hebbia closed a $130M Series B at a $700M valuation, making it one of the fastest-scaling AI companies in financial services. But their visual identity hadn't kept pace. As Hebbia moved upmarket, competing for seven-figure enterprise contracts and legacy incumbents, their brand needed to signal the same premium positioning as their product. “We need a brand that’s not only differentiated from competitors, but reflects that same love for craft and design that the finance world is infamous for " says Arjun Mahesh, Head of Design at Hebbia.
The Opportunity
In July 2024, Hebbia closed a $130M Series B at a $700M valuation, making it one of the fastest-scaling AI companies in financial services. But their visual identity hadn't kept pace. As Hebbia moved upmarket, competing for seven-figure enterprise contracts and legacy incumbents, their brand needed to signal the same premium positioning as their product. “We need a brand that’s not only differentiated from competitors, but reflects that same love for craft and design that the finance world is infamous for " says Arjun Mahesh, Head of Design at Hebbia.
The Challenge
In 2025, Hebbia partnered with The Wilder Agency to establish brand foundations: colors, typography, generative illustrations, and art direction. They brought FLORA into the process to push generative imagery and photography significantly further.
The Challenge
In 2025, Hebbia partnered with The Wilder Agency to establish brand foundations: colors, typography, generative illustrations, and art direction. They brought FLORA into the process to push generative imagery and photography significantly further.
"It's a very fluid process. We used it to stress test 100+ directions in a fast way. FLORA is an integral part of both exploration and final output"
Greer Chapman
Associate Creative Director @ Hebbia
"It's a very fluid process. We used it to stress test 100+ directions in a fast way. FLORA is an integral part of both exploration and final output"
Greer Chapman
Associate Creative Director @ Hebbia
Hebbia’s New Look and Feel
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
01
Ideate
Hebbia’s lean design team used FLORA to explore, refine, and pressure-test every creative decision. From wardrobe to lighting to facial expression, FLORA compressed weeks of concepting into hours.
Exploration
Breadth
Rather than committing early to a single direction, the team stress-tested variations across age, formality, and expression generating high-fidelity visualizations before any production commitment.
Exploration
Breadth
Rather than committing early to a single direction, the team stress-tested variations across age, formality, and expression generating high-fidelity visualizations before any production commitment.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
"We tested color grading across our full 'sunrise to sunset' brand narrative, replaced screens to show real product usage on mobile and desktop, and used those mockups to inform the brief for our first testimonial shoot. FLORA gave us a sandboxed environment to pressure-test every decision before production began.
FLORA also let us standardize our portraiture style and extend it to key stakeholders — like our partners at Anthropic — who couldn't be on set."
Arjun Mahesh
Head of Design @ Hebbia
FLORA also let us standardize our portraiture style and extend it to key stakeholders — like our partners at Anthropic — who couldn't be on set."
Arjun Mahesh
Head of Design @ Hebbia
Art Direction
Depth
FLORA gave the creative team the ability to iterate on pre-visualization details before ever stepping on a real set. From wardrobe to environment to subtle finance references (a tennis ball on the bookshelf or specific watch details), every visual cue could be tested and locked before the real costs kicked in. This saved the team from time-consuming location scouting or unwanted production day surprises.
Art Direction
Depth
FLORA gave the creative team the ability to iterate on pre-visualization details before ever stepping on a real set. From wardrobe to environment to subtle finance references (a tennis ball on the bookshelf or specific watch details), every visual cue could be tested and locked before the real costs kicked in. This saved the team from time-consuming location scouting or unwanted production day surprises.
Wardrobe
"Put her in a Loro Piana suit"
Environment
"NYC skyline, dusk vs. dawn lighting”
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
Before stepping on set, the team used FLORA to test actual employee headshots in branded environments, locking prop styling, lighting direction, and stakeholder approval through mockups before a single production dollar was spent.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
02
Generative Brand System
More than just producing assets, FLORA gave Hebbia something more valuable: a generative brand system they could extend forever, not a folder of files they'd outgrow.
Material System
Hebbia's new identity is rooted in materials built to endure: metals, stone, surfaces that outlast time. Bringing this system to life was instant in FLORA: generate the image, add a video node, animate. What once required an entire motion pipeline happened in a single step.
Material System
Hebbia's new identity is rooted in materials built to endure: metals, stone, surfaces that outlast time. Bringing this system to life was instant in FLORA: generate the image, add a video node, animate. What once required an entire motion pipeline happened in a single step.
The FLORA Difference
“FLORA allowed us to go much wider than we ever could have in exploration, and iteratively get into details like prop styling, lighting, and staging to reach a level of specificity that a 2-person team couldn't otherwise achieve." said Greer. For a high-growth company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional; it was essential.
The FLORA Difference
“FLORA allowed us to go much wider than we ever could have in exploration, and iteratively get into details like prop styling, lighting, and staging to reach a level of specificity that a 2-person team couldn't otherwise achieve." said Greer. For a high-growth company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional; it was essential.
A new medium needs a new canvas.
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