Phable / Identity, illustration & website
Krunam / Technology for good

A human
signal in a
technical world.

A purposeful identity for a business working at the intersection of technology and online safety.

Clarity. Humanity. Connection.
Trust & safety technology brandingFrom a defining mark to a connected system ↘
Krunam identity as dimensional signage beside continuous-line glass graphics in a bright architectural interior
01 / A clear presence, with a human point of viewWorkplace brand concept / Generated scene

Make the purpose
part of the identity.

The business

Krunam’s original proposition centred on AI image and video classification for online child protection and content moderation. Its ambition, “Technology for Good”, gave the brand a clear human purpose.

That purpose needed a visual language that could move between technical conversations and a wider audience.

Phable’s role

We developed the logo and visual identity, explored creative directions, and extended the chosen system into illustrations, brand guidelines and marketing content.

Our website work took the identity from wireframes through to final execution. The expanded applications below explore where that original system can go next.

01 / A distinctive starting point

One mark.
An unmistakable
character.

The original hand-shaped K combines rounded forms, a strong silhouette and three bright cyan points. It holds its character at a range of scales.

Original Phable identity
Simple enough to travel.
02 / The original identity, given room to breatheExact supplied logo / New presentation
The thread through the original work

A lighter touch
for a serious subject.

Original Phable desktop website design for Krunam, using fine-line human illustrationOriginal Krunam mobile website design

The original illustrations connect people, computers and the brand’s hand mark in a continuous line. The website artwork shows that language working across desktop and mobile.

03 / Illustration and digital foundationsOriginal project artwork / Historical website views
A proposed typographic extensionSora / Source Sans 3
Clear
intentions.Aa
Sora / Display

Geometric forms.
Open, confident statements.

Aa Bb Cc Dd Ee Ff
0123456789
Source Sans 3 / Reading

Make the complex approachable.

Careful hierarchy gives a technical subject a clearer path. A concise headline establishes the idea; a comfortable reading face carries the detail. Space does as much work as scale.

04 / A confident voice and a comfortable readProposed type pairing / Natural letter spacing
02 / Connect the brand to the conversation

Purpose first.
A clear next step.

● ● ●Krunam / Website concept
Approach   Resources   AboutLet’s talk ↗
Technology for good

Human purpose.
Technical focus.

Exploring technology’s role in safer online spaces.

Start a conversation ↗
01 / Our focus

Online safety

02 / Our approach

A shared understanding

03 / Your next step

Tell us the challenge

05 / A direct route from purpose to enquiryNonfunctional desktop website concept
An enquiry should feel approachable

Start with
the right
conversation.

A proposed consultation flow asks for context before inviting an enquiry. Clear choices and a short explanation help a platform team understand what comes next.

Two illustrative interface states. No personal information is entered and no content upload is requested.

9:41●●● ▰
☰
Let’s talk / 01

What brings
you here?

Help us understand the conversation you’d like to have.

Platform safety●
Technology partnership○
General enquiry○
Continue →
Next / Your project context
9:41●●● ▰
☰
Let’s talk / 02

A little
context helps.

Tell us about your team and what you would like to discuss.

Organisation
Your challenge or question
Continue to contact →
Share your contact details at the next step.
06 / A considered mobile consultation journeyNonfunctional mobile UX/UI concept

Put the purpose
in people’s hands.

A partner briefing translates the digital identity into a tactile introduction: a deep indigo cover, generous white pages and a bright cyan conversation card.

Indigo Krunam partner briefing, open editorial pages and cyan conversation cards
07 / A physical introduction to the brandPartner briefing concept / Generated scene
A connected communications system

One purpose.
Different ways in.

Technology
for good.

A human purpose. A technical focus.
A conversation worth having

What makes
an online
space feel
safer?

↗Perspective / People & technology
An invitation to connect

Let’s talk about
the challenge.

Start a conversation →
08 / Purpose, perspective and invitationSquare, story and landscape social concepts
Back of a navy overshirt with an embroidered white Krunam hand mark and cyan points
09 / A quietly distinctive team uniformApparel concept / Generated scene
03 / Give the identity a physical presence

Recognisable.
Even from
behind.

White embroidery gives the mark a tactile quality. Cyan details and a fine line across the hem make the garment feel part of the wider identity.

A restrained team overshirt concept, with the original mark doing the work.

Compact Krunam meeting alcove with translucent cyan fins, original identity and two navy chairs
10 / A space for a useful conversationPartner meeting environment concept / Generated scene

Small signs.
Shared character.

Rounded strokes and open shapes create a proposed family of communication icons, designed to sit comfortably beside the original continuous-line illustrations.

Platform
Conversation
Review
Documentation
Connection
Protection
11 / Six clear communication symbolsProposed icon family
A partner presentation, with a clear rhythm

From purpose
to possibility.

Technology
for good.

Partner conversation / Presentation concept
The story in three parts
01

A human
purpose.

02

A clear
identity.

03

A shared
conversation.

Let’s start here

What do we need
to understand
together?

The contextThe challengeThe next conversation
12 / A coherent story in the roomTitle, narrative and discussion slide concepts
An identity with a connecting thread

Good starts
with connection.

13 / A moving thread around a familiar markAnimated brand concept
Trust & safety technology branding

Give a complex
business a clear
human identity.

From the first mark to the website and the next conversation, Phable helps technology businesses connect their purpose with a considered visual system.

Talk about your brand ↗

What did Phable design for Krunam?

Phable developed Krunam’s logo and visual identity, illustrations, brand guidelines, marketing content and website, from wireframes to final execution.

What should a trust and safety technology brand communicate?

A clear purpose, an understandable offer and a considered route into conversation. Identity, language and digital design should help people understand the business without relying on unsupported performance claims.

Explore more technology branding case studies or our ongoing creative support.

Original identity, illustration and website artwork: Phable’s Krunam project. The original business and website are presented in their historical project context. New spatial, print, apparel, typography, digital, social, icon, presentation and motion applications are portfolio concepts. Physical scenes are generated and interfaces are nonfunctional. No AI development, product efficacy or measured business outcome is attributed to Phable.