Case Study
Gitar
gitar.ai
AI is writing code faster than ever, and the harder problem is trusting it. Gitar was built to close that gap. We built the brand that made an AI-native infrastructure company look as serious as the problem it set out to solve.
We partnered with founder and CEO Ali-Reza Adl-Tabatabai to build Gitar from the ground up: brand identity, website, motion, and collateral. The team came out of Uber's developer infrastructure (build systems, code analysis, test platforms) and needed a brand with the same rigor. We gave it one, through to the company's acquisition by Sonar.
The Brief
→ AI-native
Make an infrastructure company legible. Gitar needed a brand that signaled rigor and trust to enterprise engineering teams, in a category of dev tools that all look alike.
We started with abstract directions and pushed toward an identity Gitar could own, without slipping into the gradient-and-grid look every AI startup defaults to. The system had to read as credible to the engineers who would trust it with their code.
A brand that earns the trust of engineering teams.
Developer infrastructure is a trust business. Before an engineering leader adopts a tool that touches their codebase, they have already decided whether the company behind it looks rigorous enough to rely on. Gitar had the team and the technical depth. The brand needed to match it.
We built the identity, the product interface language, and the marketing site as one system, so the rigor in the product showed up everywhere the company did.
One system, from the product UI to a sticker.
A brand only compounds when it holds across every surface. We extended Gitar's identity into a full set of assets (website, motion, social covers, posters, and merch) so the team looked the same shipping a release as it did at a conference.
Every format inherited from the same system. Nothing had to be re-decided, and nothing drifted off-brand as the company scaled toward its acquisition.
Acquired
by Sonar, with the brand intact
Ex-Uber
developer-infrastructure founding team
AI-native
contextual code validation category
End-to-end
brand, site, motion, and collateral
Outcomes /
What Moved
A brand strong enough to carry a company into an acquisition.
The brand gave an AI-native infrastructure company the credibility to be taken seriously by enterprise engineering teams, and then to be acquired by Sonar.
(Results)
Credibility
- A brand that reads as serious infrastructure to enterprise engineering teams
- Identity strong enough to carry the company into an acquisition by Sonar
Product
- Interface design that makes AI-generated code reviewable, fixable, and trustworthy
- A visual language that holds from the product UI to the marketing site
System
- One coherent system across website, motion, collateral, and merch
- Assets the team could extend without re-deciding the brand each time
Founder
- "Really proud of the brand design they created for us" · Ali-Reza Adl-Tabatabai
- A founder-endorsed partnership, start to finish
“Big thanks to Olivia Batraski and her amazing design team at BABCO® for the wonderful partnership with Gitar. Really proud of the brand design they created for us.”
Ali-Reza Adl-Tabatabai, Founder & CEO · Gitar.ai