Jan 27, 2026
How Hebbia Built an entire generative brand system with FLORA
How Hebbia Built an entire generative brand system with FLORA
How Hebbia Built an entire 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.
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.
The Challenge
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
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 Solution
In 2025, Hebbia partnered with Wilder agency to establish brand foundations: colors, typography, generative illustrations, and art direction. Then they brought FLORA into the process to push generative imagery and photography significantly further.
The Solution
In 2025, Hebbia partnered with Wilder agency to establish brand foundations: colors, typography, generative illustrations, and art direction. Then 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.”
Greer Chapman,
Associate Creative Director @ Hebbia
"It's a very fluid process. We used it to stress test 100+ directions in a fast way.”
Greer Chapman,
Associate Creative Director @ Hebbia
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’s workflow 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’s workflow 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 were able to test color grading working with Hebbia from “sunrise to sunset” brand narrative through product mockup and easily replacing screens, showing the product usage on mobile and desktop. This scale test informed our brief for our first testimonial shoot. Giving us a sandboxed environment.”
“We were able to test color grading working with Hebbia from “sunrise to sunset” brand narrative through product mockup and easily replacing screens, showing the product usage on mobile and desktop. This scale test informed our brief for our first testimonial shoot. Giving us a sandboxed environment.”
“Some of our talent, like our partners from Anthropic, were speaking on a panel with Hebbia when we were running video shoot upstairs. FLORA let us standardize our portraiture style to scale out to the stakeholders who couldn’t be on set.”
“Some of our talent, like our partners from Anthropic, were speaking on a panel with Hebbia when we were running video shoot upstairs. FLORA let us standardize our portraiture style to scale out to the stakeholders who couldn’t be on set.”
Art Direction
Depth
FLORA enabled a level of specificity that a small team couldn't otherwise achieve.
Wardrobe
"Put her in a Loro Piana suit"
Environment
"NYC skyline, dusk vs. dawn lighting”
Proof of Concept
Test
Before any real-world shoot, the team tested actual employee headshots in branded environments—getting stakeholder approval on prop styling and lighting direction through mocked-up visuals.
02
Generative Brand System
More than just producing assets, FLORA provided the environment for building a durable, generative brand system.
02
Generative Brand System
More than just producing assets, FLORA provided the environment for building a durable, generative brand system.
Material System
Hebbia's new brand identity draws inspiration from premium materials built to endure — metals, stone, and the surfaces that outlast time. The 3D material palette reflects this heritage, capturing metal finishes and the interplay of light and reflectivity. Together, these elements establish the foundation of our art direction for stylized, generated materials.
Material System
Hebbia's new brand identity draws inspiration from premium materials built to endure — metals, stone, and the surfaces that outlast time. The 3D material palette reflects this heritage, capturing metal finishes and the interplay of light and reflectivity. Together, these elements establish the foundation of our art direction for stylized, generated materials.
Work will never be the same.
$30T
AUM of firms using Hebbia
200K
Average prompts per day
1.5B
pages processed
“We've seen a 6x+ ROI on our investment with Hebbia, using engagement and internal competitions to spark high impact use cases that solve real analyst pain points and make teams eager to adopt the platform.”
SONJA RENANDER
Work will never be the same.
$30T
AUM of firms using Hebbia
200K
Average prompts per day
1.5B
pages processed
“We've seen a 6x+ ROI on our investment with Hebbia, using engagement and internal competitions to spark high impact use cases that solve real analyst pain points and make teams eager to adopt the platform.”
SONJA RENANDER
“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." For a $700M company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional—it was essential.
Global mega fund transforms screening process
5x
“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." For a $700M company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional—it was essential.
Global mega fund transforms screening process
5x
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.
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.
The Challenge
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
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 Solution
In 2025, Hebbia partnered with Wilder agency to establish brand foundations: colors, typography, generative illustrations, and art direction. Then they brought FLORA into the process to push generative imagery and photography significantly further.
The Solution
In 2025, Hebbia partnered with Wilder agency to establish brand foundations: colors, typography, generative illustrations, and art direction. Then 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.”
Greer Chapman,
Associate Creative Director @ Hebbia
"It's a very fluid process. We used it to stress test 100+ directions in a fast way.”
Greer Chapman,
Associate Creative Director @ Hebbia
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’s workflow 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’s workflow 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 were able to test color grading working with Hebbia from “sunrise to sunset” brand narrative through product mockup and easily replacing screens, showing the product usage on mobile and desktop. This scale test informed our brief for our first testimonial shoot. Giving us a sandboxed environment.”
“We were able to test color grading working with Hebbia from “sunrise to sunset” brand narrative through product mockup and easily replacing screens, showing the product usage on mobile and desktop. This scale test informed our brief for our first testimonial shoot. Giving us a sandboxed environment.”
“Some of our talent, like our partners from Anthropic, were speaking on a panel with Hebbia when we were running video shoot upstairs. FLORA let us standardize our portraiture style to scale out to the stakeholders who couldn’t be on set.”
“Some of our talent, like our partners from Anthropic, were speaking on a panel with Hebbia when we were running video shoot upstairs. FLORA let us standardize our portraiture style to scale out to the stakeholders who couldn’t be on set.”
Art Direction
Depth
FLORA enabled a level of specificity that a small team couldn't otherwise achieve.
Wardrobe
"Put her in a Loro Piana suit"
Environment
"NYC skyline, dusk vs. dawn lighting”
Proof of Concept
Test
Before any real-world shoot, the team tested actual employee headshots in branded environments—getting stakeholder approval on prop styling and lighting direction through mocked-up visuals.
02
Generative Brand System
More than just producing assets, FLORA provided the environment for building a durable, generative brand system.
02
Generative Brand System
More than just producing assets, FLORA provided the environment for building a durable, generative brand system.
Material System
Hebbia's new brand identity draws inspiration from premium materials built to endure — metals, stone, and the surfaces that outlast time. The 3D material palette reflects this heritage, capturing metal finishes and the interplay of light and reflectivity. Together, these elements establish the foundation of our art direction for stylized, generated materials.
Material System
Hebbia's new brand identity draws inspiration from premium materials built to endure — metals, stone, and the surfaces that outlast time. The 3D material palette reflects this heritage, capturing metal finishes and the interplay of light and reflectivity. Together, these elements establish the foundation of our art direction for stylized, generated materials.
Work will never be the same.
$30T
AUM of firms using Hebbia
200K
Average prompts per day
1.5B
pages processed
“We've seen a 6x+ ROI on our investment with Hebbia, using engagement and internal competitions to spark high impact use cases that solve real analyst pain points and make teams eager to adopt the platform.”
SONJA RENANDER
Work will never be the same.
$30T
AUM of firms using Hebbia
200K
Average prompts per day
1.5B
pages processed
“We've seen a 6x+ ROI on our investment with Hebbia, using engagement and internal competitions to spark high impact use cases that solve real analyst pain points and make teams eager to adopt the platform.”
SONJA RENANDER
“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." For a $700M company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional—it was essential.
Global mega fund transforms screening process
5x
“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." For a $700M company scaling into the most demanding enterprise segment, that combination of breadth and precision wasn't optional—it was essential.
Global mega fund transforms screening process
5x
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